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Spin the Agencies of Record

Friendly’s Ice Cream selected Regan Communications Group Inc. as its public relations agency of record. The Boston-based restaurant chain emerged from Chapter 11 bankruptcy in January after closing 100 shops and laying off thousands of workers.

Sun Capital Partners, a Florida-based private-equity firm co-run by Marc Leder (who hosted the fund-raiser where Mitt Romney made his infamous “47 percent” comment) took the 76-year-old ice cream chain into bankruptcy in October 2011, shed its pensions and downsized and then repurchased the chain through an affiliate.

ShopPR has been chosen as AOR for Keds, the American lifestyle brand established in 1916. ShopPR will be responsible for social/digital marketing and public relations; for its first assignment this October, the agency helped Keds introduce its multi-year partnership with six-time Grammy winning singer-songwriter and style icon Taylor Swift.

“We’re so thrilled and proud to be working with Keds”, said Vanessa Pesce, Managing Director of ShopPR. “We’re inspired by the way Keds is encouraging girls to reach their full potential, and we also look forward to promoting the brand’s iconic styles.”

Hot Spring Spas kept i.d.e.a. as its AOR. The integrated communications company will provide continued branding development and create concepts that define and articulate the Hot Spring brand across all touch points both nationally and internationally, including the digital assets, sales materials, print and marketing programs. Hot Spring is part of the Fortune 500 company, Masco Corporation.

SK+G Advertising has been selected by Allegiant Travel Company as agency of record to provide media planning and buying for all markets serviced by the company. “SK+G is thrilled to be working with Allegiant Air, a brand that is not only revolutionizing travel but is also a thriving Las Vegas-based business,” says Joan Jungblut, vice president of media. “We look forward to contributing to their ongoing growth and success.”

Edelman won the Heineken, Heineken Light and Amstel Light brands. For Heineken, Edelman will manage general-market and Hispanic campaigns surrounding consumer-marketing launches and event-sponsorship activations.

French/West/Vaughan (FWV) has been selected by tasc Performance as integrated marketing agency of record.

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