Winemaker Bread & Butter takes aim at the snobbery often present in the wine world in its latest ad effort. The brand, in collaboration with Project agency Argonaut, crafted the “Don’t Overthink It” campaign, meant to show that enjoying wine needn’t be an overcomplicated process.

OS Studios, part of the Project Worldwide network, has expanded to India with operations across Bengaluru, New Delhi and Mumbai. The agency, known for its work with Pokémon, Call of Duty, Major League Soccer and the NBA, will focus on improving the quality of gaming and esports experiences in the country.

This week’s guest is Beth Cleveland, the new CEO of Praytell. She talks about transitioning into the top role at the agency, the changing worlds of both the media and PR firms, how her shop is using AI and much more.

Project, the award-winning alliance of global creative agencies, today announced the acquisition of all outstanding shares of NOMOBO, a leading international creative and production company. The acquisition brings together two best-in-class production leaders—NOMOBO and OS Studios—under the Project Alliance, forming a global powerhouse in live broadcast, experiential, and digital content production.

Client growth continues to attract standout talent, both new and familiar faces. Frankie Gair (above left) has rejoined the stables as Business Director, bringing over a decade of experience in experiential and brand campaigns. Most recently, across roles at New Moon Australia and The World Of, she has led major projects for clients including AFC Australian Fashion Week, Hermès and ASICS. Joining her is Senior Producer Isabella Ireland (right), previously of Studio Messa, where she delivered campaigns for Dior Beauty, American Express, Snapchat, Vogue and more.

Stanley 1913 has named Praytell as its global agency of record. As the viral water-bottle brand's first global PR AOR, Praytell will expand Stanley's storytelling into new spaces spanning music, fashion and sports in addition to unifying its communications globally, the agency said in a statement. Praytell is supporting the company's creative and consumer communications across brand, product, retail and influencer with regional agency partners in EMEA, Asia-Pacific and Latin America.

George P. Johnson (GPJ), the world’s leading strategic experiential agency and part of the Project alliance, today announced the acquisition of Cresci’s, a Miami-based design and creative agency known for its bold visual identities and storytelling for leading B2B technology brands. Cresci’s has earned a reputation for pushing creative boundaries through design, motion graphics, and spatial storytelling.

The cruise company launched “It’s Big Time,” its first campaign from new AOR Partners + Napier, positioning the brand’s cruises as all-in experiences rather than passive getaways. The work highlights the scale of Royal Caribbean’s ships and exclusive destinations—from Star of the Seas to Legend of the Seas—framing them as the boldest, most memory-making family vacations possible. The work is rolling out across broadcast, CTV, social, audio and digital with media led by Mediahub.

Sharon Fuller has joined OS Studios to spearhead the gaming/esports/Gen Z content specialist’s expansion into the sports industry. Fuller joins from NBA, where she was a senior executive. She has also held senior roles at Red Bull, and BBC Sport and has decades of experience in global content strategy, audience growth, and innovation across major sports, including the Olympics, MotoGP, F1, soccer, and basketball.