ATLANTA—Junior Achievement USA, which seeks to prepare youth for economic success in a global economy, has named Porter Novelli as its public relations agency of record. Porter Novelli will work with JA on all aspects of its messaging and outreach, including strategic direction and implementation, media relations, digital strategies and reputation management. “Porter Novelli demonstrated a keen understanding of our business and we were impressed with its breadth of experience, insights into our opportunities and knowledge in traditional and social media,” says Susan Kolon, senior vice president and chief marketing officer, Junior Achievement USA.

NEW YORK—G.S. Schwartz & Co. has added three new clients in the media and marketing sectors: Reader’s Digest, for an integrated public relations program around its new marketing campaign, “Your Life… The Reader’s Digest Version”; imc2, Dallas, an interactive marketing agency, now repositioning itself and expanding its target markets; and Vertical Search Works, an online advertising sales and vertical search technology in the food, entertainment and home sectors.

NEW YORK—Affect, a public relations and social media firm specializing in technology, has been chosen by Sophos, a leader in information security solutions for business, as the North American agency to represent its award-winning Naked Security blog. Affect has partnered with Sophos’ Naked Security team to deliver a rapid response media outreach program, broadcasting the team’s expertise on the latest threats. A cornerstone of this program is leveraging Naked Security insights to lead media conversations around security issues.

NEW YORK—Frederick Hart Co., manufacturer of the Baby Buddy brand of products, has appointed JB Cumberland PR as its public relations and marketing counsel for the launch of the Bottle Buddy, an electronic formula dispenser, to the US market. The JBCPR campaign will position the Bottle Buddy as a parent’s “must-have” by emphasizing its simplicity, accuracy, convenience and health benefits. The firm will also develop a strong on-line presence for the product by targeting major parenting websites and bloggers as well as traditional media outlets.

NEW YORK—JS2 Communications has signed a new project on behalf of DAP World, with which the agency has been working for three years, this time focusing on Sleep Pretty in Pink Ear Plugs, an ear plugs brand for women. During the three month contract, the firm will be launching an aggressive social media initiative targeting women frustrated with their husbands’ snoring habits. The business will be run out of the agency’s New York office with assistance from its Los Angeles team.

NEW YORK—Workhouse has been selected by Grupo MYT as agency of record. Workhouse will develop integrated promotional campaigns that synchronize communication efforts for Grupo MYT, including hospitality properties like Taka Taka, Vive La Crepe! and others and will execute a comprehensive public relations plan for domestic publicity and special events.