LOS ANGELES—Lagrant Communications has formed a strategic partnership with minority-owned brand merchandising company Icon Blue. The two firms will provide expanded services to their respective clients. Founded more than 18 years ago, Icon Blue supports clients in all areas of sales promotion, marketing and special events. Clients include Macy’s, Honda, Smashbox, Hilton and the Los Angeles Tourism & Convention Board. 

DENVER—GroundFloor Media, a Colorado-based PR agency, has launched a sister agency, CenterTable. The new agency will work with clients to create connections through social media, digital advertising, website design and development, search engine optimization, video production and creative content development. GFM has been working in the digital space for more than a decade, but says “a group of entrepreneurial team members” identified the need for a sister agency focused on reaching and engaging with key audiences directly via unique, online experiences.