Cumberland Packing Corp. selected Mother New York as advertising agency of record to support all of its brands including Sweet'N Low, Sugar In The Raw, Stevia Extract In The Raw, NatraTaste, Butter Buds and Nu-Salt. Mother will handle all creative responsibilities including strategy, development and execution of TV, print, outdoor, interactive and package design. The account is valued at $6 million.

Hill Holliday, the media and creative incumbent on CVS' $90 million advertising account, will not defend the account.

Empower MediaMarketing was named media agency of record for Hoover. Annual billings are estimated at $30 million. The agency will handle all of Hoover's media planning and buying, including national television, magazines and digital. Empower also will handle digital creative.

American Family Insurance tapped Ogilvy & Mather to handle creative chores on its $30 million advertising account. Element 79 previously handled the work.

Vancouver-based 7-Eleven Canada selected Watermark Advertising Design as its agency of record. The agency will handle brand planning and development, advertising, media, direct marketing, interactive, in-store, events and promotions. Budget was not disclosed.

Bernstein-Rein Advertising was selected to handle the branding efforts for Banfield, The Pet Hospital. The agency's work for will launch in the first quarter of 2010.

Aflac has parted ways with its media buying and planning agency, Fitzgerald & Co.

Wrigley's Extra gum placed creative chores for its $18 million advertising account in review. Energy BBDO and incumbent DDB are vying for the work.

Dentovations, a manufacturer of tooth whitening products, tapped Proverb as its first agency of record to launch Whiten Up! in the United States and Canada. Billings were not released.

1-800-OK Cable tapped Gotham to handle creative chores on its $13 million advertising account.