The Children’s Museum of Richmond (CMoR) is appointing Elevation as its first-ever AOR following a formal review. CMoR has been handling work in-house and assigning projects outside as needed.  “We were seeking a partner that can help CMoR effectively and quickly respond within an ever-changing communications landscape,’’ says Shannon Venable, president-CEO of the CMoR. Elevation will provide strategic marketing and creative services beginning June 1. First up, the museum will replace existing photos of its staff with images as them as kids.  CMoR spent $323,068 on advertising while reporting $3.6 million in total program expenses in 2016, according to its Form …

Philadelphia-based agency LevLane has been named an agency of record for a new wellness testing product from Genomind, the personalized medicine platform. The agency said that it is partnering with Genomind, located in King Of Prussia, PA, on the development of Mindful DNA, a genetic test used to guide lifestyle, diet and/or nutritional supplement decisions to improve one’s overall health and wellbeing. “LevLane’s experience in consumer-focused healthcare marketing, and their understanding of the intricacies of our industry, made them the right partner for the launch of Mindful DNA,” stated Natalie Cummins, Senior Vice President and Chief Strategy Officer.  “We are …

After acquiring Cheddar's Scratch Kitchen for $780 million last year, Darden Restaurants has appointed Brunner as the casual chain's new AOR. Dallas-based Moroch previously serviced the account.  Initial work will center on helping refine the brand’s positioning, and on developing new digital marketing campaigns. The creative direction has not been precisely spelled out yet, though messaging will likely continue to play up its made-from-scratch ethos and the chain’s well-known dishes, like House Smoked Baby Back Ribs and hand-battered Country Fried Chicken. With more than 158 locations in 28 states, Cheddar’s serves more than 6,000 guests each week.  Brunner’s mix of …

Unilever and WPP have launched what they’re calling a “first-of-its-kind” on-site collaboration with Unilever Foundry and its startup community in Singapore. The initiative draws on specialist expertise from various WPP agencies coming together under one roof at Unilever Foundry’s LEVEL3 co-working space in Singapore to provide innovative solutions for Unilever’s 400+ brands. Pier Luigi Sigismondi, President of Unilever, South East Asia & Australasia, stated, “This exciting collaboration is the first step in laying the foundation of the marketing services ecosystem of the future. When you combine the multifunctional capabilities of WPP with agile startups, you get a …

The UK government has awarded its media-buying contract to Manning Gottlieb OMD in a four-year deal worth up to £600m (or approximately $800 million), according to a report in Campaign. The award is said to be the biggest in the agency’s 28-year history. MG OMD will take over the account in November when contract of the incumbent, Carat, expires.  

Ocean Spray is conducting a creative agency review, reports Adage.com. The review comes after a 20-year relationship with Havas Group agency Arnold. According to the report, Arnold is not expected to defend. SelectResources International is managing the review process.

Energy Upgrade California (EUC) is expanding its partnership with DDB San Francisco to assign the Omnicom agency with developing and implementing the group's $30 million Rate Reform initiative that will serve as a multi-year statewide public awareness and engagement effort to educate Californians about energy usage. DDB will lead and coordinate an integrated team of discipline specialists including advertising, digital, media, public relations, content marketing, multicultural marketing, and community engagement to implement the effort. DDB is collaborating with several sister agencies across the Omnicom network including OMD, Ketchum, DDC, Alma, Tribal as well as other specialists. There was no competitive …

John Deere is appointing EP+Co as AOR for the company's consumer equipment business following a competitive review. The incumbent agency was GSD&M.  Now, the South Carolina-based agency will be responsible for brand, strategy, creative, content and social media duties across tractors, mowers, and the ATV-like gators. Billings were not disclosed. The agency declined to discuss potential brand strategy. It is likely the iconic brand positioning Nothing Runs Like a Deere will continue to be used in messaging. That said, the brand has shifted its tone over the past several years. After primarily relying on its heritage and history, last spring, …

David’s Bridal has selected January Digital as its digital marketing agency of record, the companies have confirmed. The selection followed a review that began earlier this year. The agency will provide paid search, product listing ads, display media, programmatic media buying, and paid social media services. Elizabeth Crystal, CMO for David's Bridal, stated,  "We look forward to taking full advantage of [the agency’s] strong, data-driven approach to digital and to integrating our teams to further our business and engage our customer." The 68-year-old bridal and special occasion apparel retailer has 330 stores throughout the U.S., Canada, Mexico and the UK.

CPG giant Procter & Gamble as consolidated most media duties for its North American hair-care business with Dentsu Aegis Network's Carat after a review, according to a report in Adage.com. The publication reported that the move came after a review that included Omnicom's Hearts & Science, the incumbent on most of the business. Per the report, Carat picked up around $245 million in new spending. Both Carat and Hearts & Science continue to handle the bulk of P&G’s broader North American media account—business that was awarded after a 2015 review.