NEW YORK — While 93% of Americans report they have at least one wellness goal, a new Ketchum study reports that the definition of wellness is as much emotional as it is physical. It also reveals that today’s wellness influencer is most commonly young, male and ranks mindfulness and positive relationships among his top goals for well-being. The Influence of Wellness study, which polled 1,046 American adults, also found:

  • Emotional aspects (71& ) are considered equally as important as physical (72%) when consumers rank the six dimensions of wellness defined by the National Wellness Institute (emotional, intellectual, occupational, physical, social and spiritual).

  • Men are slightly more likely than women to rate social aspects as important (30% vs. 27% for women) and less likely to rate physical aspects (68% vs. 75% for women).

  • Both men and women equally experience such wellness barriers as putting others first (men 22%, women 25%) and lack of support from a spouse or partner (men 5%, women 5%).Young adults are less skeptical than their elders: 80% of those age 55 and older think wellness brands exaggerate the benefits of their products or services, compared to 64% of those ages 18-24.

NEW YORK — Southern Freeman Communications has formed an alliance with the Playtime PR, the UK-based agency that specializes in the toys and games sector. The deal provides Southern Freeman’s clients with access to Playtime’s expertise in the UK and across Europe. In addition, Playtime be able to tap Southern Freeman’s services in the US under the agreement.

WASHINGTON, DC — Lincoln Strategy Group has struck a deal with Madrid’s Llorente & Cuenca to partner on corporate grassroots campaigns associated with public affairs. Specializing in political grassroots campaigns, Lincoln Strategy Group will pair its expertise with LL&C’s to create campaigns requiring an evolution from traditional public affairs management to comprehensive strategies integrating sectoral alliances, viral dissemination via social networks, media campaigns and community mobilization, with the goal of influencing legislation.

NEW YORK — Nancy Caravetta and Jessica Goldberg, each of whom have 20-plus years in public relations, have launched their own boutique firm, called Rebel Gail. Both Caravetta and Goldberg individually created founded their own agencies in 2015, Rebel Cause Public Relations and Irwin Gail Communications respectively. By bringing the two agencies together, Rebel Gail combines the healthcare expertise of Caravetta and Goldberg’s expertise in the beauty/lifestyle sector, to form an agency specializing in brands that touch both sectors.

DENVER — Matthew Hargarten has opened his own shop, called Rival Communications, after spending 15-years working for agencies in in-house. Rival is billing itself as taking a nimble, strategic and results-oriented approach to PR and communications. Hargarten comes most recently was director of communications for WhiteWave Foods, and has worked for agencies including Olson Engage and Weber Shandwick.