Second Cup, Canada's largest specialty coffee franchise, named zig as its agency of record, following a review. The agency will handle brand and promotional activity, with work launching in the fall of 2010.

The Hotel Veritas, scheduled to open on Remington Street in Harvard Square this spring, named Proverb as its agency of record. Billings were not disclosed. The agency will create a corporate identity for the hotel including signage, stationary, marketing support material, interior design elements as well as print, OOH and broadcast advertising.

Krispy Kreme tapped Intermark Group to handle its interactive duties.

Weight Watchers awarded Horizon Media its $70 million U.S. media buying and planning account. Mediaedge:cia previously handled the account.

Mullen was named creative and media agency of record for JetBlue. JWT previously handled creative duties and Mediacom handled media chores. Mullen was tasked to create TV, print, outdoor, digital, radio, social and non-traditional advertising for the brand.

Baby Magic, a manufacturer and marketer of baby products, awarded The Richards Group brand advertising duties, which will include creative and strategic planning. The agency's first assignment will be the execution of a national magazine campaign in the fall.