FCB West, formerly Draftfcb, was named agency of record for Ghiradelli chocolates, following a review that began with 12 agencies. FCB West, a combination of FCB's San Francisco and Los Angeles offices, bested three agencies in the final round. A new campaign will launch in 2015. Lowe Campbell Ewald had handled the account since 2006. "It was time to think differently about our positioning and we were interested in working with a Bay Area shop," said Vicki Isip, vice president of marketing for Ghiradelli. Lowe Campbell Ewald is based in Los Angeles. In addition to Ghiradelli, FCB West recently added …

CTP has been tapped to help launch Boston Boot Company and introduce its line of all-season leather boots for men. The agency will provide branding, website development, broadcast production and PR duties. "Boston Boot has an interesting story and we're excited to help share it in a way that drives sales and fosters a meaningful, lasting relationship with the consumer," said Fred Conover, founder and president of CTP. Boston Boot makes boots in small batches with designs inspired by their hometown. Launched via a Kickstarter campaign last November, Boston Boot's spring line includes the Commonwealth, Newbury and Cambridge boots. Additional …

SS+K was tapped to handle E*TRADE's online strategies, ideas and tactics in an effort to reach more consumers online. "As consumers continue to shift their relationships with brands into ever-more diverse channels, including social and mobile, we need innovative strategies to reach and engage them," said Rich Muhlstock, E*TRADE's Senior Vice President, Branding and Acquisition. "SS+K brings a unique brand of creativity and seasoned perspective that's deeply rooted in consumer behavior and culture." SS+K is part of an agency team that includes Ogilvy New York, the financial services company's agency of record. New work will launch in May. E*TRADE spent …