HERNDON, VA—Bentley Motors, the luxury automaker’s representative in the Americas, has appointed M&C Saatchi PR as communication agency of record on a three-year contract. M&C Saatchi PR will support the brand throughout the Americas region, which includes the key markets in Brazil, Chile, Canada, Mexico, and the United States and future growth in countries throughout South America. The agency’s expertise in corporate communication, media relations and brand building and its presence in key regional markets helped secure the appointment.

NEW YORK—Lee Jeans has selected Hill+Knowlton Strategies as its new agency of record in the US. H+K will serve as strategic counsel to Lee as it launches its first major rebranding campaign in over a decade. The multi-regional H+K team is being led by Molly O'Neill, who joined H+K in 2015 as executive vice president and US practice leader for marketing communications. H+K will advise on media relations, influencer relations, social media, content creation, messaging, and overall rebranding strategy

CHICAGO—Chuck E. Cheese's, family dining and entertainment leader, has named Interpublic agency Current as its public relations agency of record. Chuck E. Cheese's selected Current to develop and execute consumer communication programs supporting its positioning as America's favorite place "Where A Kid Can Be A Kid."

ATLANTA—Brandware, an independent communications firm with automotive aftermarket and supplier expertise, has been selected by SK Lubricants Americas to help support the launch of its ZIC motor oil and automatic transmission fluid brand and product line in the US market. Brandware will provide market research and brand communication services, including product PR, media relations and influencer programs. 

LOS ANGELES—JINS Eyewear has retained Zapwater Communications, for media relations and influencer outreach as the brand expands its retail footprint in Southern California, having recently opened its first U.S. brick and mortar storefront in San Francisco.

SCOTTSDALE, AZ—HGS Colibrium, a subsidiary of Hinduja Global Solutions, has expanded its content and social media programs with Amendola Communications. Amendola will continue to support that strategy with the ongoing development of case studies, infographics, white papers, press releases, e-blasts, social media as well as bylined articles and media interviews.

HOLLYWOOD, FL—Fish Consulting, a communications firm specializing in franchise public relations and marketing, has added Fastsigns International, Fazoli’s, My Gym, Stevi B’s Pizza Buffet and Sea Tow Foundation to its client roster during the first quarter of 2016.

NEW YORK—Brandsway Creative, a boutique PR firm specializing in entertainment and pop-culture has been appointed agency of record for Socialyte, a leading influencer casting and creative agency

TORONTO—Mobile tech startup TribalScale has hired Toronto-based Carlaw Communications as its public relations agency of record.

NEW YORK—CentSai, the financial wellness community for millennials, has hired financial and corporate communications firm CitySavvy to advise it across the US and Europe. The account is headed by CitySavvy founding director Jana Sanchez from New York.