Optimedia US was named media agency of record for OpenSkies, a subsidiary of British Airways. The agency will be responsible for broadcast, print and out of home media. Optimedia also handles media buying and planning for British Airways globally. In addition to establishing OpenSkies in the U.S., Optimedia will work to launch the airline in major cities throughout the European Union.

Berklee College of Music selected Allen & Gerritsen as agency of record following a review managed by Pile and Company.

Jenny Craig tapped The New Group as its interactive agency of record.

Popeyes named GSD&M Idea City as its national creative advertising agency of record. The account includes creative duties for the company's in-store, online, print, TV and radio advertising efforts.

GMAC Financial Services tapped Bartle Bogle Hegarty as its lead global agency.

SanDisk awarded Publicis & Hal Riney creative chores on its $35 million advertising account. Grey San Francisco previously handled the work.

adidas Originals named Sid Lee as its new lead creative agency, following a review. 180 previously handled the account. Sid Lee will handle advertising, branding, retail design, experiential and interactive communications.

Heineken USA awarded G2 and Dieste Harmel & Partners its promotional assignment. This assignment consolidates below-the-line marketing activities previously managed by Ryan Partnership, The Vidal Partnership and Alcone Marketing Group for the Dutch, Heineken Equity Hispanic and Mexican brand portfolios, respectively. The Vidal Partnership will remain the Spanish-language advertising agency of record for the Heineken Brand Equity.

Cadbury Adams USA placed its U.S. and Canada media work in review. Mediaedge:cia currently handles the U.S. account, and M2 Universal handles the Canadian account.

The Martin Agency, BBDO New York, Bartle Bogle Hegarty New York, Cutwater and Publicis & Hal Riney are the five agencies vying for Hyatt Hotels' global brand image assignment.