The chaos of Advertising Week New York didn’t slow agencies down in the least, as awards and announcements of new clients, divisions, partnerships, and products were aplenty.
62Above
Creative marketing and communications agency 62Above announced two additions to its client roster: AT&T Hotel and Conference Center in Austin, Texas, and luxury property operator Cote Hospitality. Both brands are part of the Associated Luxury Hotels International network.
Badberries
Independent creative studio Badberries launched, the brainchild of D&AD award-winning creative Dani Wolf and former Publicis Pro head of client strategy Natasha Szczerb. Wolf and Szczerb said the goal is to prioritize play and experimentation and come up with new and fresh ideas, rather than digging for design references as inspiration, like traditional agencies.
Clarity
Digital marketing and communications agency Clarity followed up its B Corp certification by launching a Global Responsible Business Unit to help businesses navigate the complexities of sustainability communications.
Excel Sports Management
Excel Sports Management was named the partnerships agency of record for National Women’s Soccer League club NWSL Boston, which is set to take the pitch in 2026. The sports agency said its initial focus will be on identifying partners for the team’s front-of-shirt branding, sleeve patch, and training and performance center.
GumGum
Contextual ad platform GumGum introduced GumGum Platform and Mindset Graph. GumGum Platform unifies the company’s three main product lines: GumGum Attention, GumGum Contextual, and GumGum Creative. And Mindset Graph is a predictive data engine that aims to align consumer mindsets with advertiser goals, available through GumGum Platform or as a stand-alone solution.
The Harkey Group
Holding company The Harkey Group introduced social media content lab Reactr, with the aim of delivering social-first, share-worthy content to clients quickly. The company said Reactr “forgoes long lead times and full-scale production resources in favor of quick, authentic, repeatable content capture.”
LV8
Full-service digital marketing agency LV8 opened its doors, founded by Griffin Haddrill, former founder of influencer marketing agency VRTCL, and his business partner, Gabby Gamad. The company said it has worked with more than 1,000 influencers across over 30 countries, and it provides services including content creation, digital advertising, influencer marketing, and social media management.