NEW YORK — DNA testing company 23andMe for a second time has hired Kaplow Communications for PR support.

Under the partnership, Kaplow is charged with amplifying 23andMe’s leadership in data-driven health prevention and wellness.

23andMe hired Kaplow earlier this year after taking a break from ongoing communications support during the Covid pandemic. Kaplow was the health and ancestry service’s agency of record from 2017 to 2020. 23andMe has also worked with Sard Verbinnen on investor relations and Omnicom’s cultural intelligence company Sparks & Honey.

The return of 23andMe to Kaplow comes in conjunction with industry veteran Liz Mefford joining the agency as an executive VP to oversee the agency’s health division. She most recently ran her own PR consultancy, Mefford Communications, following an over 15-year-career focused on health, wellness and beauty at RpR Marketing Communications.

The health practice also recently won new business from Wisp, a telehealth service offering on-demand sexual and reproductive healthcare.

“With health and wellness so top of mind the past few years, we’ve been energized by the opportunity to work with so many of today’s most innovative brands in the space to connect them with consumers craving new solutions,” said founder and CEO Liz Kaplow. “We look forward to working with these important brands and their solutions to help identify their unique differentiators and amplify their story to media and consumers alike.”