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The Public Relations and Communications Association (PRCA) has confirmed Hotwire UK as its latest corporate member, strengthening its network of agencies operating across the communications sector.

The agency will lead public relations activity across the business, with a focus on earned media and engagement with collectors, retailers, restaurants and consumers in the rare wine and spirits market.

The campaign responds to changing eating habits and fragmented attention, highlighting quick, nutritious solutions that go straight from cupboard to table.

The report identifies a central tension for brands: the rise of AI-generated content versus the increasing consumer demand for genuine human connection.

The appointment coincides with AITO’s 50th anniversary, marking a milestone year in the association’s mission to champion SMEs in travel.

This approach provides a more representative picture and allows for like-for-like comparisons by excluding entities below the statutory reporting threshold of 250 employees.

While most marketers see AI as essential, reports from Supermetrics reveal that only 6% have fully integrated it into their workflows.

The partnership will see FINN Partners collaborate with Palladium’s in-house teams across Spain and the Americas to deliver integrated PR and communications strategies.

The agency’s expanded services combine media relations, influencer engagement and digital storytelling with TikTok Shop initiatives.

Work on the brief has already begun, with Stitchy collaborating with Little Moons’ existing agency partners to support coordinated communications across multiple markets.

The study, Clarity 2030: Communications at a Crossroads, examines how the function is evolving as organizations approach 2030, a milestone shaping long-term economic, political, and workforce strategies.

The Miami-based agency will oversee strategic communications, brand amplification, and media outreach as Flam expands awareness of its AI-powered approach to interactive brand content.

The independent PR, social and digital agency will manage the clinic’s press office as part of a 12-month initiative titled Making Veins Matter.

The agency will support the retailer’s strategy to position its stores as community hubs on the high street.

Culture-focused creative agency MEL will act as lead partner within the integrated agency team. The agency will develop insights-driven strategy, creative work, and social content for the brand.

Social media may be marketing’s most visible function but the professionals behind it are stretched thin.

Rubenstein Public Relations has been reappointed as agency of record for Pactum, renewing a partnership focused on elevating the company’s profile in enterprise procurement and agentic AI.

Brendan McCarthy will oversee brand, demand generation and communications worldwide, supporting Seedtag’s international expansion and the continued development of its privacy-first advertising approach.

In a dramatic escalation of the fight for Warner Bros. Discovery (WBD), Paramount Skydance has submitted a revised acquisition proposal, forcing the WBD board to acknowledge that the bid could potentially be superior to its existing agreement with Netflix 

WPP has outlined a multi-year strategy to simplify its structure, integrate its offer and return to organic growth, backed by £500 million in annualised gross cost savings by 2028.

The agency will manage ASE’s global communications, supporting brand positioning, product launches, earned media and executive visibility.