Optimedia US has expanded its relationship with Dairy Queen, and has been awarded media planning and buying duties for an 11 additional Dairy Queen markets, bringing the total markets held to 34. Optimedia provides account service, communications planning and media buying for Dairy Queen markets in Illinois, Indiana, Michigan, Ohio, Pennsylvania, Mississippi, Tennessee, Kentucky, Alabama, Arizona and Missouri. The account was previously handled by The Jordan Group.

The London Organizing Committee of the Olympic Games and Paralympic Games appointed McCann Worldgroup as its Official Marketing Services Provider, in a Tier Three deal. Led by McCann London, the agency will work with the marketing team at LOCOG for the next three years and their scope of work will include developing the overall look and feel of the Games. McCann Worldgroup becomes London 2012's eighth Tier Three Provider and its 18th domestic commercial partner overall. This is the first time that marketing services has become a sponsorship category for an organizing committee. The range of the contract includes TV, …

Alibaba.com, a B2B ecommerce company, named Traction as its agency of record to develop advertising, brand and interactive communications. The agency will partner with Mediasmith for digital work.

Giant Ideas was named agency of record for another three years for Donate Life Pennsylvania. The agency served the previous three years in this capacity. The agency bested The Neiman Group, Diccicco Battista and Star Toplin for the win.

CareerBuilder.com has parted ways with its agency, Wieden + Kennedy. The company will use its in-house creative team going forward.

Incumbent Carat successfully retained the media portion of Re/Max's $50 million account.

SummerAdvantageUSA tapped Strategis to launch a Web site and collateral materials for the company's national education program.

Moroch Partners was named agency of record for the Lexington, Ky. Co-op of McDonald's, increasing Moroch's reach to 65 markets. Work will commence on June 1. The agency will handle strategic planning, creative and media buying and planning. The Lexington Co-op comprises 65 McDonald's restaurants and spans from the Tennessee state line to just south of Cincinnati.

Lowe was awarded global creative duties on Ericsson's $4 million advertising account.

Quiznos tapped Horizon Media and Pohmedia to handle media buying and media strategy, respectively, for the brand's $90 million account. Initiative previously handled the work.