San Anselmo, CA-based agency Guru has been named the media and public relations agency of record for national residential real estate firm The Michaels Organization.  

The award followed a competitive RFP process. Guru will focus on strategic, integrated media and public relations efforts for Michaels’ attainable housing programs across the country. Attainable housing is defined as housing that is affordable to people earning around the Area Median Income (AMI). 

"We sought a partner who shares our vision of doing well by doing the extraordinary and is committed to our mission of Lifting Lives," said Laura Zaner, vice president of corporate marketing at Michaels. She added that the agency’s expertise in purpose-driven storytelling made it stand out.  

Guru CEO & Founder Gagan Levy added that Michaels’ efforts in the attainable housing sector  “aligns seamlessly with our ethos of creating impactful, purpose-driven brand movements. We are eager to amplify Michaels' trailblazing initiatives and further elevate the narrative of attainable housing in America.”  

The agency has worked with organizations such as Walmart Foundation, Patagonia, Tillamook, Robert Wood Johnson Foundation, United Way, One Step Closer, 1% for the Planet, Non-GMO Alliance, The Nature Conservancy and many others.  

It’s previous work in the attainable housing sector includes supporting RBH Group’s launch and development of the Newark Teachers Village, a mixed-use community in Newark, NJ.