Home Franchise Concepts (HFC), a series of direct-to-consumer brands in the home-related goods and services industry, tapped Milner Butcher Media Group (MBMG) as its media agency of record, charged with national communications planning, analytics and activation for its Budget Blinds, Tailored Living and Concrete Craft brands. "Budget Blinds, Tailored Living and Concrete Craft are often thought of as the best-kept secrets in franchising," said Zach Rosenberg, president of MBMG. "Through our marketing efforts, however, we're looking to change that. Our new audio campaign launching nationally this month will leverage a full arsenal of analytics to provide ongoing campaign results and …

Assembly, MDC's media agency, was named the media agency of record for publishing platform, WordPress.com, an Automattic company. The account was awarded following a review with undisclosed agencies. There was no incumbent. The company launched a review in Q4 2016 because it is planning a broader approach for 2017. The agency will handle media strategy, planning and buying, data analytics, and modeling. "We selected Assembly because of its data-first approach to performance marketing and an ability to centrally model, measure, and optimize all pieces of the media plan," said Chris Taylor, chief marketing officer at Automattic. "We're eager to get …

MARC USA was named agency of record for Ruby Tuesday, following a pitch run by Select Resources International. The decision came down to MARC, Terry & Sandy and The & Partnership. The core element of the campaign is a television ad highlighting the restaurant group's newly-expanded fresh Garden Bar with more than 55 items plus eight salad dressings hand-made at each restaurant. "Our Garden Bar adds a 'wow' factor and level of choice that our competitors do not have. It's not easily replicated and is a key competitive differentiator for our brand – especially to the women and families we …

Following a pitch process, Allen & Gerritsen (A&G) was named media agency of record for Citrix ShareFile, a secure file-sharing service for businesses. The agency will focus on media and analytics strategy and implementation in support of demand-generation programs. The team will also lead engagement strategy initiatives. The win adds to A&G's B2B client experience, which includes GE Digital, Waters Corporation, Raymond and DST.ShareFile spent $3.4 million on measured media in 2015 and $4.1 million the first nine months of 2016, according to Kantar Media.

Supermoon, a Santa Monica, Calif.-based creative agency, was named the first agency of record for Snap Kitchen, a Texas-based healthy pre-made food retailer. The agency will manage brand strategy, digital, video and out-of-home advertising, along with creative executions for Snap Kitchen's 45 locations in Austin, Houston, Dallas, Philadelphia, Chicago and Washington DC. "I've learned that people want their food to be healthy and convenient—and that takes great products, innovation, and a partner who can tell that story," said Tressie Lieberman, chief marketing officer of Snap Kitchen. "Supermoon's ability to combine creative and strategy in unconventional ways makes them a great …

Tug was named digital media agency for Thomas Sanderson, a UK-based blind and shutter manufacturer. The agency will handle overall digital strategy, with a focus on digital acquisition through PPC, Display & SEO. The account is estimated at $4.2 million. "We're very excited at Tug to be adding Thomas Sanderson to our portfolio of clients and look forward to a collaborative working approach in order to achieve the goals we've set out," said Faye Farman, client service director at Tug. "Our core focus will be to deliver a sophisticated program of cohesive, data driven digital activity to build, support and …

Following a review, Crossmedia was named first media agency of record for Dogfish Head Brewery, based in Milton, Delaware. The company was founded by in 1995 and produces more than 250,000 barrels of beer annually. The Dogfish Head account will be managed out of Crossmedia's Philadelphia office and will consist of digital, traditional and sponsorships. "Crossmedia is an agency that shares our independent spirit, and has the off-centered qualities we look for in a partner," said Neal Stewart, vice president of marketing at Dogfish Head Brewery. "Being the alternative is great, but they have the skills and tools to back …

New Haven, CT-based GEM Advertising was named agency of record for Griffin Health, a 160-bed hospital serving more than 130,000 residents of Lower Naugatuck Valley in Connecticut. The agency will create a marketing campaign to increase the hospital's visibility. Work will include media planning (traditional and digital media), website redesign, social media marketing and public relations duties. The agency will also promote specific areas of service offered at the hospital."Here at GEM, we are thrilled to be in the position to both clarify and sharpen the Griffin Health brand," said Chris Bartlett, CEO of GEM Advertising. "With their philosophy of …

LMO was awarded three challenger brand accounts, tasked with growing their business. The brands include: Nutshell, a customer relationship manager software; DuPont Fabros Technology (DFT), a data center for large companies; and Carleton V, a luxury fabrics brand. LMO recently redesigned Nutshell's website and is now working to increase conversion optimization and overall marketing efficiencies. The agency will handle creative for DFT and strategic marketing initiatives for Carleton V. "We are thrilled to add these challenger brands to our portfolio and look forward to assisting with their marketing challenges as they seek continued growth and innovation," said Mike Kapetanovic, president …

Young & Laramore was named creative agency of record for two Trane, a residential heating, ventilation and air conditioning brand, and American Standard Heating and Air Conditioning. Both brands are part of Ingersoll Rand's portfolio of consumer and industrial products. Trane and American Standard tapped the agency to refine its brand strategy and will be responsible for brand strategy, creative, social media, media planning and buying, analytics and measurement. Havas Formula will handle public relations. First work for Trane and American Standard will launch in Q3 and include broadcast, digital, social and out of home elements. "We're thrilled to be …