Turtle Wax named Chicago-based O'Keefe, Reinhard & Paul (OKRP) as its creative agency of record. BBDO previously handled the account. The brand's marketing strategy will focus on integrating digital and social channels with traditional marketing. "We are planning to kick off the year with a quick-to-market digital and social approach to engage consumers," said Tracey Schroeder, vice president of Marketing at Turtle Wax. The first campaign is scheduled to launch later this year. Turtle Wax pent $3 million in measured media from January to September of 2013, down from its 2012 media spend of $6.2 million, according to Kantar Media. Additional OKRP clients include Big Lots!, YUM Brands, Facebook, LinkedIn and American Mattress of Chicago, among others.

BBDO New York was named multimedia creative agency partner for Major League Baseball (MLB), charged with managing all brand and Jewel Event (Opening Day, All-Star Game, Postseason) advertising and marketing. Hill Holliday previously handled the work and will continue serving as agency of record for the MLB Fan Cave. "This is an incredibly exciting time for Major League Baseball, and BBDO is exceptionally well-suited to help us bring the best game in the world to our fans in uniquely creative ways," said Tim Brosnan, Executive vice president, business Major League Baseball. MLB spent $20 million on measured media between January and September of 2013, according to Kantar Media.

Following a review, U.S International Media was named media buying and planning agency of record for the Institute of Culinary Education, a New York-based center for culinary education. The school was founded in 1975 by Peter Kump and offers 8-to-13-month training programs for culinary arts, pastry & baking, culinary management and hospitality management. The agency will handle media planning and buying duties, along with market research work. 

Moroch Partners was awarded the Ohio Valley Co-op business for McDonald's following a national strategic and creative review. In the final round, the agency bested Kansas City-based Bernstein Rein and Columbus-based Fahlgren Mortine for the win. The agency will handle the general consumer market business for the McDonald's Ohio Valley Co-op, which is comprised of local McDonald's franchisees. Moroch will be responsible for strategic planning, media planning and buying, creative and social elements. The Ohio Valley Co-op will be serviced out of Moroch's St. Louis office, where seven other McDonald's markets are also handled. Creative is slated to break in early March. "We met with many notable agencies across the country, but we were drawn to Moroch based on its track record with other Co-ops," said Ryan Kramer, President, Ohio Valley Co-op for McDonald's. Moroch services nearly 40 percent of local Co-op McDonald’s business, within 62 markets.