Remington hired Brushfire as agency of record to launch its revamped men's shaving and grooming line and increase brand awareness for the Remington Men's brand. Brushfire is the first agency to work on the Remington Men's brand in more than five years. The agency will handle advertising, marketing, public relations, digital, cause-related, and social media services. "Remington has literally gone back to the drawing board to redesign and revamp its men's lines, and the resulting technology is beyond impressive," said Joan Mueller, president of Brushfire. "We're privileged to have the opportunity to partner with Remington to reintroduce the products and the legendary Remington Men's brand to consumers in new, creative ways."

FCB West, formerly Draftfcb, was named agency of record for Ghiradelli chocolates, following a review that began with 12 agencies. FCB West, a combination of FCB's San Francisco and Los Angeles offices, bested three agencies in the final round. A new campaign will launch in 2015. Lowe Campbell Ewald had handled the account since 2006. "It was time to think differently about our positioning and we were interested in working with a Bay Area shop," said Vicki Isip, vice president of marketing for Ghiradelli. Lowe Campbell Ewald is based in Los Angeles. In addition to Ghiradelli, FCB West recently added Trulia and Levi Strauss & Co. to its client roster. Ghiradelli spent $27 million on measured media in 2013, up from $21.6 million spent in 2012, according to Kantar Media.

The Israel Ministry of Tourism (IMOT) named The Woo, a Los Angeles-based marketing firm, as its advertising agency of record for North America. The agency was awarded a three-year advertising contract that begins immediately and includes conception, strategy, media planning and execution of IMOT's advertising efforts in the United States and Canada. Previously, New York-based Bodden Partners handled the account for more than twenty years. The campaign in the U.S. and Canada will showcase Israel's historical and cultural attractions as well as the unique experiences that only Israel can offer, including the city of Jerusalem, the dawn of cultures and the Sea of Galilee. "The focal point of our approach is a 360-degree lifestyle campaign that will appeal both to the 'sophisticated traveler" and to those motivated by faith," said David Abehsera, President of The Woo. "Israel is a mystical place. There is no other place in the world like it."

SS+K was tapped to handle E*TRADE's online strategies, ideas and tactics in an effort to reach more consumers online. "As consumers continue to shift their relationships with brands into ever-more diverse channels, including social and mobile, we need innovative strategies to reach and engage them," said Rich Muhlstock, E*TRADE's Senior Vice President, Branding and Acquisition. "SS+K brings a unique brand of creativity and seasoned perspective that's deeply rooted in consumer behavior and culture." SS+K is part of an agency team that includes Ogilvy New York, the financial services company's agency of record. New work will launch in May. E*TRADE spent $39.1 million in measured media online in 2013, down from $107 million spent online in 2012, according to Kantar Media.

CTP has been tapped to help launch Boston Boot Company and introduce its line of all-season leather boots for men. The agency will provide branding, website development, broadcast production and PR duties. "Boston Boot has an interesting story and we're excited to help share it in a way that drives sales and fosters a meaningful, lasting relationship with the consumer," said Fred Conover, founder and president of CTP. Boston Boot makes boots in small batches with designs inspired by their hometown. Launched via a Kickstarter campaign last November, Boston Boot's spring line includes the Commonwealth, Newbury and Cambridge boots. Additional CTP clients include the Boston Red Sox, Eastern Bank, Red Hat and Microsoft.