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West of Fairfax has been named agency of record for Relevant+, an independent cultural media group serving US Hispanic audiences. West of Fairfax will lead strategic external communications focused on amplifying Relevant+’s brand visibility and executive thought leadership. Relevant+ embeds brands within Hispanic culture through an ecosystem of publishers across music, sports, entertainment, pop-culture, health and lifestyle. “They understand our vision and share our passion for elevating the voices and stories that matter to multicultural audiences,” said Relevant+ head of marketing Diana Pinedo. “That blend of expertise, alignment and partnership made them the ideal choice to help propel Relevant+ into its next stage of growth.”
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CIIC PR is appointed as PR agency of record for Ultimate Care Assisted Living Management, which manages a portfolio of senior living communities, including The Bristal Assisted Living’s 24 locations, 305 West End, Encore Luxury Living and Elegance at Home. CIIC PR will support Ultimate Care through its next phase of growth, focusing on launching new communities and announcing regional expansion, elevating brand visibility, driving occupancy and referrals across all communities, supporting team member recruitment and retention, and activating partnerships, events, and resident storytelling. “At Ultimate Care, our goal has been to bring true hospitality to senior living, where every interaction is personalized and every resident feels valued,” said Ultimate Care Assisted Living Management VP of marketing Jillian Lorenzo. “CIIC PR's proven expertise in hospitality marketing makes them the perfect partner to help us share this story and continue setting the standard for what luxury senior care can be.”
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Diamond, a Toronto-based agency, comes on board as brand experiences agency of record for Ontario Power Generation, a government-owned, low-carbon power generator that provides about half of the province’s electricity. Diamond integrated marketing will lead the development of a nuclear information center experience, along with additional experiential activations aimed at educating the public on power generation, the growing demand for energy, and recruitment efforts for top talent. The agency will also support OPG in their role as an official supporter of the 2026 FIFA World Cup. “We are thrilled to partner with Diamond as we look to build energy-charged experiences for the public that also act as educational tools,” said OPG director, brand management Adam McClare.
IMAGINE PR is appointed North American PR representative for Thailand's Chiva-Som, a wellness brand... Gilly Group, which works with clients in the golf industry, is named AOR for architecture firm Staples Golf Design... Merlot Marketing lands BlackPine Communities to support the launch of Nānā Kai, a master-planned residential community on the South Kohala Coast of Hawaiʻi's Big Island. 
Racepoint Global signs on to work with MIPS, which develops tools, software and compute required for building autonomous edge computing platforms... Allen & Gerritsen picks up Appalachian Mountain Club, the oldest operating outdoor and recreation conservation organization in the US... RG2 Communications scoops up The Broome, a boutique hotel in Manhattan’s SoHo neighborhood. 
Strategic Objectives is selected by Waterfront Toronto to lead integrated communications for the opening of a new section of the city’s Biidaasige Park... Scout Lab, which works with clients focused on human and planetary health, is named AOR for auction-based platform BuyWander... Marketplace Excellence Corporation is named US PR firm for the Anguilla Tourist Board. 
5W is named agency of record for Strength of Nature, which offers such multicultural haircare brands as African Pride, as well as Motions Xpress Shampoo Hair Color... RG2 Communications is representing Rebelo de Andrade, an architecture and design studio based in Portugal... Big Fish Collective is engaged as agency of record for publicity and media relations for Nikwax, which produces PFAS-free waterproofing and aftercare solutions for outdoor apparel, footwear and gear.
Lou Hammond Group lands Visit St. Petersburg Clearwater, Florida’s Historic Coast and VIVA Cruises... Champion picks up Snooze Eatery, a breakfast and brunch restaurant with nearly 70 locations nationwide... Red Lorry Yellow Lorry wins US PR duties for ArgusEye, a tech company providing an autonomous AI workforce that helps engineering teams ship secure, compliant cyber-physical products more quickly. 
