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Firecracker PR is named agency of record by TadHealth, California’s leading school-based Electronic Health Record platform, built to streamline mental health service delivery in K–12 settings—freeing up time to guide and care for students. Firecracker will provide media relations services that will focus on featuring how various California school districts are accessing incremental state funding.
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ROI-DNA, a B2B digital marketing agency that is part of Hotwire Global, is selected as global digital advertising partner for experience management (XM) company Qualtrics. The agency will lead paid media strategy and execution across global and local markets to help Qualtrics accelerate growth and deepen engagement with key audiences. ROI-DNA will partner with internal Qualtrics teams across communications and marketing, with a focus on driving measurable outcomes through integrated digital campaigns encompassing paid search, social and programmatic channels. “ROI·DNA’s technology-driven approach, proven success in scaling global paid media and local market experts on the ground in the markets that matter to us make them an ideal partner as we expand our category leadership,” said Qualtrics VP of digital experiences Gavin Warrener.
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Golin comes on board as strategic marketing and communications partner for the Colombia Avocado Board. The agency will collaborate with CAB on a new creative direction and comprehensive branding initiative for Avocados From Colombia. The partnership focuses on building a cohesive brand identity that elevates Colombian avocados as a premium choice for retailers and consumers in the U.S. market. To support CAB’s goals—which include expanding market share and reaching an export target of 330 million pounds by 2029—Golin will lead the development of an integrated creative strategy, brand guidelines and campaign assets. “This partnership with Golin represents a strategic investment in our industry’s future at a critical moment of growth and expansion,” said CAB managing director Manuel Michel.
Orchestra is selected as US strategic public relations agency of record for the US Soccer Federation... SourceCode Communications comes on board as agency of record for golf game tracking platform Arccos Golf, the Official Game Tracker of the PGA TOUR... Cherish PR, part of The Wilful Group, is named PR agency in the UK for global tech and lifestyle accessories brand CASETiFY.
CIIC PR picks up PR duties for NUBA Travel, a luxury travel design company specializing in curated journeys around the world... Magrino PR gains AOR status for M Social New York Downtown, a hotel that opened in Lower Manhattan... RG2 Communications checks in at Hotel Milu Florence.
Red Lorry Yellow Lorry is named U.S. PR agency of record for Unibeam, which provides SIM-based authentication... MiiR, a Seattle-based lifestyle brand that produces premium drinkware, selects Colorado-based integrated marketing agency rygr to lead its public relations efforts... Rubenstein Public Relations signs on to work with Copper Intelligence, an exploration company advancing high-grade copper and cobalt assets in the Democratic Republic of Congo.
Day One Agency is named U.S. consumer PR and influencer agency for Häagen-Dazs... Jack Taylor picks up PR duties for Cumulus Coffee, a premium cold brew coffee brand... Junipr Public Relations wins Tree House Humane Society, which works to enhance the lives of companion animals... Feintuch Communications lands Park Place Technologies, IT infrastructure management outfit, as it partners with pro pickleball star Genie Bouchard on a TV and streaming commercial and social media series. 
FNK IR signs on to work with Agassi Sports Entertainment, a sports entertainment and innovation company focused on racquet sports... REYA Communications assumes PR duties in the US and UK for ÀNI Private Resorts... rEvolution, a sports marketing agency, is named AOR for Major League Cricket, a US-based professional T20 cricket league.
