M&C Saatchi LA was named creative agency of record for BMW Motorrad USA, following a review. S3 previously handled the account. The agency will handle digital, print and social media elements to drive brand awareness for the entire range of BMW motorcycle models. "We're ecstatic to work with BWM Motorrad USA - it's a brand that engages people who are adventurous and passionate about the style and quality engineering that are signatures of BMW," said Huw Griffith, CEO & Partner of M&C Saatchi LA. "We look forward to expanding visibility and appreciation through our collaboration."

Following a review, Sun-Maid Growers Of California tapped Meredith Xcelerated Marketing as its agency of record. First work will include a promotional tie-in to the upcoming movie "Trolls," starring Anna Kendrick and Justin Timberlake. MBMG will handle media duties.

Element Fresh has appointed KBS China as the lead agency for its Vital Tea brand, following a competitive review. The incumbent agency was Australian agency Paper Stone Scissors. Last year the Asian restaurant chain launched Vital Tea as a modern tea-centric cafe designed to compete as an alternative to coffee chains and traditional tea shops. The cafe sells a wide variety of teas, including fresh herbal and flower, lattes and carbonated iced teas. KBS is tasked with raising awareness and enchanting the customer experience and engagement. First work under this new partnership will debut at the end of 2016. "The …

TBWA\Chiat\Day was named global B2B agency of record for Intel Corporation, following a three-month pitch process. MRM/McCann previously handled the work. Creative and strategic duties will be split between the agency's Los Angeles and New York offices, with TBWA\London, TBWA\Hakuhodo in Japan, TBWA\Greater China, TBWA\Düsseldorf working on regional market work. Omnicom sister agency Doremus will serve as B2B lead generation partner on the account. "Our company strategy is about powering the billions of smart, connected computing devices across the globe," said Kathy Garchow, Intel's director of business marketing strategy. "Our work with TBWA\Chiat\Day will help us better connect how our …

Whistler Blackcomb named Vancouver-based Good Fortune Collective as agency of record for Whistler Mountain Bike Park. The agency is charged with handling strategic and creative duties. The account was awarded without a review. Good Fortune Collective previously worked with Whistler Mountain Bike Park on a project basis. This is the first major campaign for Whistler Mountain Bike Park. Work will include print, digital, social and on-mountain elements. Additional agency clients include ABUS Mobile Security, SRAM, Sony Action Cam, RockShox and The Adventure Group.

Sunsweet Growers tapped FCB Kuala Lumpur to handle its regional business. This is the first time the U.S.-based company has partnered with an agency to create a regionally driven campaign in Asia-Pacific. New work will launch in mid-2017. The effort will focus on Malaysia, Thailand and Singapore and will be led by FCB Kuala Lumpur's head of account management, Natasha Aziz. The win boosts FCB Kuala Lumpur's portfolio in the packaged goods space. The agency currently works with Beiersdorf, Mondelez, Mi Sedaap and Ajinomoto. "FCB's proposal stood out as one of the best I have received from an agency. Not …

Happy Finish, a virtual reality content and production studio, partnered with Nokia to produce virtual reality content in an effort to improve the capabilities of Nokia OZO, a 3D, 360 degree audio/video camera, launched earlier this year. To date, Happy Finish has completed more than 20 commercial VR shoots using OZO. With eight built-in lenses, OZO records 3D 360 degree video with real-time monitoring and live broadcast capabilities. "Happy Finish has been instrumental in our successful European launch of OZO," said Csilla Kozma Andersen, head of content relations at Nokia Technologies. "They have delivered best-in-class OZO VR productions for the …

Gorton's Seafood tapped Boston-based Connelly Partners as its agency of record, following a review. The agency will handle social, digital, content development, media planning and buying, public relations and shopper marketing for the brand. New York agency Burns Group will continue to work with Gorton's on creative and strategy. Rink previously handled PR and Assembly previously handled media duties. The shift comes as Gorton's reinvigorates its brand across products, packaging and messaging. Connelly Partners will be charged with contemporizing how people perceive the Gorton's brand and broadening its consumer base. "In a time where consumers are inundated with different messages …

Hitron Technologies, a residential and business DOCSIS consumer premises equipment manufacturer in North America, tapped Bob Gold & Associates to lead its communications program and promote its Wi-Fi and IP technologies. "Bob Gold & Associates is widely recognized in the cable TV industry for its award-winning work with programmers, distributors and technology suppliers," said Todd Babic, chief sales and marketing officer for Hitron Americas. "We're confident they will serve as an invaluable marketing and communications partner."

Footwear maker Rockport has selected Madwell as its creative agency of record. The selection was made without a formal competitive pitch and there was no incumbent agency. The firm has also named Shift Communications as its PR AOR to help drive its brand narrative through earned media, events, and social campaigns. Madwell is tasked with revamping the client’s design and retail environments, updating brand messaging, introducing contemporary packaging and providing new advertising imagery.The brand’s new “Made For Movers” campaign will celebrate the 45-year-old brand's American roots, as well as showcase everyday people.