I have nothing verifiable but I'm sure that it is a 'worldly' PR agency. The Governing Body simply do not have the imagination to come up with these things.
For instance, members of the GB were using humor in their assembly talks. I doubt they thought of that themselves, quite the contrary they must feel embarrassed, especially the ones that are no good at it, but go long with it. And their subordinate 'helpers' convincing them to crack jokes and get the GB to actually go along with it? No way.
Too many things are happening all at once. It's a well thought out and organized plan. It's outside help I'm sure.