STRONGSVILLE, OH—Akzo Nobel has named Emanate as PR agency of record for the company’s flagship US brand, Glidden Paint. The new agency relationship will help the brand leverage the Glidden core brand messages of quality, color and ease of experience to continue its growth in the home decor/ DIY space. The assignments includes setting up a PR function for the brand, as well as working with the integrated team to support launches and other strategic initiatives.

BOSTON—BackBay Communications has been retained as public relations agency of record by Associated Foreign Exchange, one of the world’s largest providers of independent foreign payment solutions, with international payment expertise across the United States, Australia, Europe and Asia.
BackBay will work with AFEX to raise awareness of its expertise, insights, and foreign exchange products and services.

NEW YORK—Spector & Associates has been selected by Homewatch CareGivers, one of the nation’s oldest and largest in-home care services companies, to provide national public relations services, in order to support the company’s marketing and business growth goals.

NEW YORK—Workhouse has been selected by TEDxEast as its agency of record. Workhouse will develop integrated promotional campaigns and will execute a comprehensive public relations plan on behalf of the organization, which hosts one-day events and intimate “salons,” and seeks to bring the spirit of the TED conference to New York City.

BOSTON—Tier One Partners has been selected as the agency of record for DA-Desk, a leading independent provider of port cost management services to the shipping industry. Tier One was retained to generate greater awareness of the company, which is headquartered in the United Arab Emirates.

NEW YORK—Child’s Play Communications has added LeVar Burton’s RRKidz to the agency’s client roster. Child’s Play will launch RRKidz, re-launch the company’s Reading Rainbow brand, promote the Reading Rainbow classic library of episodes and announce the Reading Rainbow Kidz App, the first of several products and services to debut starting in 2012.

SANTA MONICA, CA—The Phelps Group has been selected as agency of record for Luxury Link Travel Group, a leader in high-end, high-value travel experiences. The agency will support the company’s strategic marketing planning and execution, branding and media relations.

CHICAGO—PReturn, a full-service public relations agency, has been selected by SIM Partners for media relations and related services. SIM Partners’ technology empowers brands to maximize digital marketing results at a local level, and the company has tasked PReturn to promote the local marketing technology and campaigns it generates for major brands.

DURHAM, NC—Arketi Group, a high-tech business-to-business public relations and digital marketing firm, has been chosen by Semprius, an innovator in high concentration photovoltaic (HCPV) solar modules, as its PR and marketing agency of record.