1Milk2Sugars acquires New York’s Nouveau Communications
1Milk2Sugars is acquiring Nouveau Communications, a New York-based beauty and wellness communications firm.
The move is aimed to strengthen the indie’s North American footprint, and the shop says it is now uniquely positioned to offer a comprehensive suite of communications services, including media relations, influencer marketing and digital strategy.
The new 1Milk2Sugars office in New York’s Fashion District will serve as the agency’s U.S. headquarters.
Tyler Williams [pictured left] has been appointed managing director to lead the U.S. team. The New York-based team will work closely with 1Milk2Sugars’ existing U.S. clients, including Angelcare Group (Diaper Genie, Angelcare Baby, Litter Genie, Pet Genie and Compost Genie), W Hotels, Bio-K+ and Vivier Skincare. It will also continue servicing clients previously represented by Nouveau Communications, including BTL Industries, Touchland, Andrew Fitzsimons, Medik8, SOS Beauty and Shafer Clinic Fifth Avenue.
“This acquisition is a significant milestone for 1Milk2Sugars, and we’re excited to bring Nouveau Communications into our fold,” says Priya Chopra [pictured right], founder and CEO of 1Milk2Sugars. “[Williams] and I have worked closely together for nearly a decade, and this is a natural extension of our longstanding partnership. The U.S., especially New York, has always been central to our growth strategy.”
The U.S. has become one of 1Milk2Sugars’ fastest-growing markets, currently accounting for more than 25% of the agency’s overall revenue. Since finalizing the acquisition, 1Milk2Sugars has already secured key contracts with Amazon Ads and Burst Oral Care.
The agency is known for executing campaigns for brands such as e.l.f. Cosmetics, Estée Lauder, Rare Beauty and W Hotels.
BCLC consolidates its agency relationship
Plus Company agencies Cossette and Visionnaire have a new AOR partnership with The British Columbia Lottery Corporation (BCLC) to support creative and marketing initiatives, building on a partnership Cossette Media already has with the Crown corporation that conducts and manages gambling in BC.
Teams from both agencies will work together in support of the corporation’s aims to drive business transformation and to revolutionize gambling entertainment in B.C.
Visionnaire will leverage its expertise in creative development and production to deliver BCLC marketing campaigns that authentically engage with the province’s diverse and multicultural communities.
“Building on the trusted partnership Cossette Media already has with BCLC, we’re eager to integrate our team’s superpowers to promote safe, legal gambling entertainment and strengthen BCLC’s brand awareness, growth and reach,” says Robyn Smith, VP and general manager at Cossette Vancouver.
“We look forward to ensuring British Columbia’s depth of diversity is represented in meaningful and authentic ways, with impactful campaigns that resonate and drive results,” adds Jessica Borges, group vice president and business lead at Visionnaire.
BCLC tells strategy that new work for both agencies will be in-market in Q1 2025 and that “Cossette and Visionnaire will adjust staffing levels depending on the volume of work that comes in.”
Earlier this year, BCLC used a documentary-style approach and offered guidance to problem gamblers urging them to “stop chasing losses.”
