NUK USA, makers of pacifiers, teething rings, and other oral baby products and developmental tools, has chosen Hill+Knowlton Strategies for PR services. The firm’s consumer marketing practice will work on the account.

U.S. Cellular has chosen Ketchum after a competitive pitch that included MSLGroup, Ad Age reports. MSLGroup and a number of local agencies had previously worked on the account. U.S. Cellular has been steadily decreasing its ad spend over the past few years.

August Schell Brewing Co., makers of Schell’s and Grain Belt beers, has selected Padilla Speer Beardsley as its AOR. The firm will focus on brand strategy and an integrated marketing program (advertising, PR, digital) to promote the company’s 15 craft beers.

Bender/Helper Impact has added Square Enix, makers of Tomb Raider and other games and merchandise, to its list of clients. As U.S. media AOR, the firm will promote new and existing games and manage corporate communications.

Target has chosen JeffreyGroup as Hispanic AOR after a competitive review. [via]

Vanstar Mining Resources has chosen Montreal-based Momentum PR for IR services. The firm has a one-year contract with the company valued at $4,500 per month. Work started April 2. [via]

Travel technology company Amadeus has chosen Kwittken & Company for services related to three business units after a global review. The firm previously worked with Amadeus’ airline services. It has added the rail and hotel businesses. Amadeus is looking to increase awareness of these additional business units and build awareness here in the U.S. [via Holmes Report]