-By Adweek Staff

BOSTON Shine Advertising has been hired by the Wisconsin Milk Marketing Board to handle its Wisconsin Cheese business following a review.

The independent agency in Madison, Wisc., succeeds cross-town shop Lindsay, Stone and Briggs of Madison on the business, worth about $5 million in annual media spending, per Nielsen Monitor-Plus.

Shine will develop creative with media planning and buying handled by Spark Communications, Shine's strategic partner in the review.

"We couldn't be more thrilled," said Curt Hanke, co-founder and account director at Shine. "Wisconsin Cheese is a national icon, and we're very excited to help further elevate consumer perceptions of Wisconsin Cheese across the country."

Said James Robson, client CEO: "We were impressed with Shine's thinking, their creativity, their media partner Spark, and their genuine understanding and passion for where this brand needs to go."

Work will begin immediately on an integrated campaign that will include both traditional and online components.

Shine's other clients include Harley-Davidson, Weather Shield Doors and Windows, Umi Children's Shoes and Veridian Homes.