"FRAM has been a leader in its category for many years and, at the same time, is at an inflection point as the market continues to evolve," says Mat Lignel, CEO, president of Laughlin Constable. "In partnership with the brand team, we are thrilled to help solidify its iconic status and have ambitious plans and ideas that we will execute in the next few months."

FRAM spent $5.3 million on advertising in 2015 and just $272,000 the first 11 months of 2016, per Kantar Media.

Kill Cliff was created by a Navy Seal as a healthier alternative to energy drinks, sports drinks and other post workout beverages. The drinks are high in carbohydrates and proteins, to replenish the glycogen stores used during a strenuous workout.

"We have been fans of Kill Cliff for a long time; we were their clients before they were ours," said Con Williamson, chief creative officer and president of Erwin Penland. "They have an amazing story, an amazing product and are run by an amazingly passionate group of people who have only one mission: more humans living up to their full potential. Our goal now is to help build on their core within CrossFit to a mass appeal and global market presence."

Firstborn was awarded the Tauck account following a review consisting of 10 agencies. Firstborn is the company's first lead digital agency. Tauck had an SEO/SEM agency prior and held an RFP recently and tapped Catalyst to fill that role. Firstborn will redesign of Tauck's online presence, catering to repeat and first-time guests, and travel agents. Once complete, Firstborn will work with Tauck on various product innovations focused on enhancing the curated travel experience.

For Puritan's Pride, Firstborn will revamp its e-commerce experience and help redefine the way customers interact with the brand online.

Grey New York, which previously held the account for more than two decades, did not participate in the review, which began late last year.

The first work under this new collaboration will debut in third-quarter 2017. 3M spent $34 million on advertising in 2015 and $36 million the first 11 months of 2016, according to Kantar Media.

The agency is tasked with leading marketing strategy, advertising, branding, creative, social media and media planning for the restaurant group. Hi-gloss will work with many of the company's restaurant brands, including Glass & Vince and Shula's 347, and support the launch of several new restaurant properties, including Big Easy Wine Bar & Grill and American Harvest.

"It's smart people doing smart work," said Ignacio Garcia-Menocal, co-Founder and chief executive officer of Grove Bay Hospitality Group. "Hi-gloss assesses the situation, brings outside experience to the table, gets smart about the business, and is committed to the execution."

Users can upload short clips of their talent to the app, with the best content receiving a "clap" from other users. The most clapped videos get pushed to the top of the feed, so up-and-coming artists can gain widespread acknowledgement.

"We needed an agency that believed in our product and would accurately communicate our commitment to such a creative generation of singers, dancers and musicians," said Paul Bedwell, founder and CEO of Clapit. "And, of course, a creative plan is needed to engage a creative audience, and Diffusion proved that they not only understand our mission but have both the strategic and creative thinking to deliver results that highlight our values as a company."