Firehouse was awarded advertising duties for The Heart Hospital Baylor Plano. The agency is charged with developing a marketing strategy along with an integrated campaign of traditional and non-traditional tactics.

The National Hockey League tapped Cenergy Communications to handle all advertising/marketing duties for the U.S. launch of NHL Network. TV, print and online advertising will break mid-November, and will target both trade and consumers markets. Spending was not released.

Merkley + Partners picked up media planning duties for all Pinnacle brands including Aunt Jemima, Duncan Hines, Hungry Man, Mrs. Butterworth's, Van de Kamp, Vlasic and Mrs. Paul's.

AT&T consolidated its $3.4 billion media account with Mediaedge:cia. The agency bested OMD and GSD&M's Idea City who competed as one team, and Digitas for the win.

Barilla, the Italian pasta and sauce brand, awarded OMD its global media planning and buying account, following a review. The agency bested incumbent Mediaedge:cia, Carat, Starcom and OMD for the win. Work on the $275 million account covers more than 20 markets, with the bulk of the business in Italy, US, Germany, France and the Nordics. The account will be run globally out of Italy.

Procter & Gamble awarded Wieden & Kennedy interactive work on its global Old Spice account along with global assignments for Escada fragrance and Graham Webb hair-care.

Columbia University's Graduate School of Journalism selected Peppercom as its agency of record.

NAVIGON named Elevate Studios as its creative interactive agency of record.

Doner, Mullen, MMB and SS+K are the four finalists competing for creative and media work on IdeaCast's $10 million advertising account.

StrawberryFrog has been appointed by Chevrolet Europe to launch its new Aveo B-segment car across Europe, including Western, Central and Eastern Europe. The appointment was made after a two-way pitch against an unnamed European-based agency. The budget is undisclosed.