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MPRM Communications filed suit Sept. 19 against fellow entertainment PR firm 42West, claiming breach of loyalty, interference with contract and unfair business practices, according to a report in Deadline. The suit follows the Sept. 15 exodus of MPRM’s senior leadership team to 42West. Earlier this year, MPRM president Mark Pogachefsky, who was planning to retire, had negotiated with current 42West EVPs Sylvia Desrochers and Caitlin McGee on a potential sale of MPRM when they were still at the company. In a June 23 conversation with McGee and Desrochers, Pogachefsky explained that he could not accept an offer that amounted to less than 10 percent of the company’s value. He further explained that MPRM was set up for continued success with the likelihood of significant increased cashflow in the future, adding that he was willing to accept a real offer from McGee and Desrochers and would put off his retirement until something could be worked out. In July, Pogachefsky announced that he was seeking a buyer for the company and asked that McGee and Desrochers be involved. However, they did not make another offer and were well aware of Pogachefsky’s efforts to explore a sale of the company to a third party. Desrochers sent Pogachefsky an email two days after the Sept. 15 executive departures notifying him “that several of MPRM’s most valued customers were terminating their relationship with MPRM in favor of 42West.” MPRM is demanding that the court issue “an order enjoining Defendant from using or possessing MPRM’s trade secrets” as well as paying unspecified damages.
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Praytell introduces Swingset Studios, a hub for experimentation at the intersection of media, data and technology. Swingset is focused on equipping brands with the tools and expertise the need to turn creative communications into measurable influence. It is led by EVP, strategy & analytics Nate Jaffee and EVP, creative & innovation Ryan Delafosse, alongside a team of analysts, data scientists and technology partners. The lab’s first product, Signal Analysis, taps into AI search’s combination of data from across the internet to provide a comprehensive view of brand health — highlighting where brands have established topical authority and influence, where they are vulnerable and how they can influence such LLMs as ChatGPT. “The way people discover, learn, and decide is undergoing a profound transformation, and Swingset Studios is built to help brands step into this future with clarity and confidence,” said Praytell CEO Beth Cleveland.
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EGC Group, a Melville, NY-based marketing agency, launches Sway, a performance public relations agency. Sway’s approach merges classic public relations tactics with measurable marketing outcomes to drive tangible business results. Its services include media relations, brand and creator partnerships, thought leadership, affiliate guidance and awards submissions. “We're leveraging both the backend tools we’ve used to measure engagement for decades in digital media at EGC Group and developing proprietary AI machines to craft effective communications strategies,” said Nicole Penn, CEO of EGC Group and Sway Performance PR.
The Public Relations Global Network adds Agence Profile in Paris and IDDEA Comunicaciones in Bogotá to its membership... Signal Group, a DC-based firm, launches AI Frame, a PA offering to help organizations understand and manage how they appear across Large Language Model AI platforms... Spears Group, a New Orleans-headquartered integrated marketing and advertising agency, sets up shop in Houston... IPREX brings on new partner agencies in Italy, Chicago, Las Vegas and India.
The New York Chapter of the Public Relations Society of America names Attention Comms CEO Paul Cohen as 2026 president of its board of directors. Cohen succeeds Ken Kerrigan, who has held executive posts at Bliss Group, Infinite and Weber Shandwick... Startr Co. of Los Angeles, marks its 10th anniversary with the launch of a renewed brand identity and redesigned website.... Michael Best Strategies, an affiliated consulting firm of national law firm Michael Best, is introducing a corporate advisory service.
Real Chemistry launches RC Resolve, a healthcare advisory practice... Seven Letter, a bipartisan strategic communications firm, adds offices in Los Angeles, New York, and Huntsville... GMMB founding partner David Mitchell died on Jan. 2 at 75. Mitchell’s career in communications began in June 1978, when he joined the staff of the United Auto Workers as assistant to the director of public relations and publications.
Berns Communications Group expands its advisory services and rebrands as Berns & Co... DVV Media International, a B2B media and events company serving the transport and logistics markets, sells its Road portfolio of products to Mark Allen Group... MAD Global Strategy of New Jersey launches a Washington presence. 
Motio is launched by former BPD chief strategy & innovation officer Sasha Boghosian and Ryan Colaianni, who was CCO at BPD as well as an SVP at Edelman... PMG acquires Digital Voices, an influencer marketing agency with a team of 70 employees across London, New York and Costa Rica... Gregory
