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The Pollack Group is named national public relations partner for CrossFit. The partnership includes national, regional and local media relations, as well as strategic storytelling around CrossFit’s most visible moments, including the CrossFit Open, the Murph Challenge, and the CrossFit Games. TPG’s efforts are focused on improving CrossFit’s brand perception, connecting the brand with younger audiences, and portraying it as a trusted leader in global fitness. By aligning medical research and factual proof-points about CrossFit as a fitness program, TPG will combat misconceptions about the brand being an extreme exercise method and shift the conversation to explain how it is a community-oriented, effective workout. “There’s a tremendous opportunity to showcase the breadth of its impact and the people behind the program,” said TPG president Stefan Pollack.
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Tier One Partners is engaged by Apex Fintech Solutions to lead a comprehensive communications program aimed at amplifying brand awareness, elevating executive thought leadership, and positioning Apex as a leading voice in the global financial technology ecosystem. The agency will provide services including media relations, executive visibility campaigns and thought leadership content, collaborating with Apex’s leadership to translate the company’s innovation, insights, and strategic vision into a differentiated and compelling public presence. “We selected Tier One for its ability to elevate complex financial technology narratives and build meaningful visibility for sophisticated B2B brands,” said Apex head of marketing Jessie Savu. “We’re confident this partnership will help us engage media, industry influencers, and the broader market.”
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CIIC PR is appointed agency of record for Aimbridge All-Inclusive, a brand recently launched by Aimbridge Hospitality. CIIC will oversee strategic communications for the brand and its featured properties throughout North America and Canada. In addition to supporting Aimbridge All-Inclusive’s expansion, CIIC will lead the launch of the division’s two new properties in the Dominican Republic—Wyndham Alltra Punta Cana and Wyndham Alltra Samaná—as premier all-inclusive resorts. The partnership further strengthens CIIC’s growing presence in the Caribbean travel and hospitality space. “CIIC PR brings a deep understanding of the region, and we look forward to applying that expertise to elevate Aimbridge All-Inclusive’s presence,” said Amy Sedeño, CIIC PR VP & partner, strategic development Amy Sedeño.
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. 
Doner lands AOR status for Navy Federal Credit Union, the world's largest credit union... P-22 Agency picks up El Encanto, a Santa Barbara, CA resort located on seven acres of terraced gardens overlooking the Pacific Ocean... Parasol, which specializes in the luxury lifestyle and hospitality sector, signs on as US shop for Château Minuty, a wine estate located on the French Riviera.
