BOSTON — Self-service ad platform DanAds has awarded its US PR business to Red Lorry Yellow Lorry.
RLYL won the Swedish company’s business in a competitive pitch. RLYL is DanAds' first US PR agency of record.
RLYL’s work will focus on driving awareness of the software company’s offerings among publishers and brands, primarily through media relations and content creation. Initiatives will capitalize on shifts in how brands are managing media in marketing and advertising to generate interest.

The agency’s remit also includes providing communications support around key conferences, trade shows and award programs. RLYL will work closely with King Street PR, which handles DanAd’s work in Sweden.

“When looking for a new PR agency, the lorries’ established martech practice meant they immediately stood out to us as a potential strategic partner,” said Lisen Zethraeus, CMO at DanAds. “DanAds has some great stories to tell, and we can’t wait to take advantage of the lorries’ extensive experience across advertising and marketing technology to help get them out there."