imc² was named agency of record for MARS Direct and My M&M's and My Dove chocolate brands. The agency will manage the strategic direction of MARS Direct and its brands, in addition to creating, planning and buying all media, including online, display, search, DRTV, print, direct mail and outdoor.

PepsiCo shifted creative duties for its Gatorade and Tropicana brands from Element 79 to TBWA/Chiat/Day and Arnell, respectively.

Pizza Inn named TDA Advertising & Design as its advertising agency of record. The incumbent, Launch Agency, Dallas, did not defend. The account, valued at $5 million, will go to broadcast, print, outdoor, online and POP advertising. New work launches in July.

Deutsch, McCann Erickson and Arnold are the three remaining agencies vying for Carnival Cruise Lines' $70 million marketing services account.

HP has formed a strategic relationship with Omnicom Group. Omnicom will offer on-demand printing for direct mail pieces, packaging, marketing collateral, point of sale materials and traditional advertising to its clients using HP products. In addition, Omnicom's BBDO was awarded the international management of HP's Imaging and Printing Group's advertising business, making BBDO the group's advertising agency for all geographies outside the United States, replacing Publicis. The assignment is valued at $200 million.

Grey was tapped by the Hong Kong Tourism Board to handle global advertising chores for the next three years. Media planning and buying duties will be handled by MindShare.

Columbia Sportswear Company selected Butler, Shine, Stern & Partners as its marketing communications strategy agency of record. Borders, Perrin & Norrander previously served as lead agency for more than two decades.

Red Tettemer was tapped by Advanta Corp. to oversee various brand initiatives.

The Atlantic tapped Euro RSCG New York as its integrated agency of record.

Benihana tapped Cronin and Co. to handle marketing communications support on its $5 million account.