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Shine launches in Toronto

A new public relations and content development agency called Shine has opened in Toronto. The firm is headed by partners Emily Ward and Jess Hunichen, both of whom were most recently freelancers. Ward was previously at DDB Public Relations, Theadlibgroup and Inventa. Hunichen was previously at Nine Network Australia, Network Ten and Honey PR. Shine is an affiliate of Toronto-based Tag. It will participate in strategic communications programs for Tag clients including Kraft Canada Foodservice and Mary Brown's Famous Chicken, as well as its own clients, including Sol Cuisine and MadeGood Foods.

"Emily and Jess have been part of the tag team as consultants," said Tag CEO Matt Orlando. "We collectively saw an opportunity for us to further define our PR and content offerings while also empowering these women to establish their own stake in the industry. There is a huge opportunity in creating agency partnerships to drive mutual success. Tag selectively offers our member agencies complete immersion into the tag environment and culture. This provides them with the support and resources they need to grow and thrive. While a unique approach, we recognized the value in finding alternative ways to work as a collective."

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