Formerly known as Y&R PR, Goodfuse rebranded in 2020, emphasizing its commitment to strategic, emotional and utterly differentiated work. With a rallying cry of “humanity infused communications,” it aims to deeply touch and engage people, even as its digitally driven approach leads with earned media. The firm looks to make clients’ products more relevant to a message-bombarded audience by using a proprietary EMPath Model, which led to breakthrough work for Pfizer Oncology and CTCA.