Health Tech Company Thorne Names Diffusion AOR

Thorne Healthcare appointed Diffusion as PR AOR.

Thorne and subsidiary Thorne Ventures launched an RFP process in September and considered nine companies, according to Tamara Strauss, Thorne's vice president of public affairs and corporate communications.

The company chose Diffusion in November and started working with the agency on January 1. Thorne has been working with Edelman since 2020.

The move follows a series of changes at Thorne over the past year. In August, investment firm El Catterton reached an agreement with Thrawn to acquire the company for $680 million.

El Catterton hired former Vitamin Shoppe CEO Colin Watts to lead Thorne in December.

The company embraced the expansion because "with our previous agencies, we found there were a lot of redundant verticals that were important to us, like consumer health and wellness," said Strauss, who worked with Thorne for two years. "We needed to tell a really great story, and we really needed the right partner to tell a story that's not always easy to tell."

Diffusion was PR AOR last year for smart baby monitor company Owlette and direct-to-consumer plant brand EasyPlant.

VP of Broadcast Michelle Sheng will lead the nine-person team working on the account.

Thorne typically does one brand campaign each year that diffusion will work on, Strauss said. The agency will handle media activations, consumer brand product communications, original research and surveys, and executive representation opportunities for Thorne & Thorne Ventures, which focuses on next-generation health products and services.

"Throughout the competition, we felt that Diffusion played to our strengths," Strauss said. "They asked the right questions, came up with the right ideas [and knew] how to be innovative while staying on brand."

This article originally appeared on PRWeek US.

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