BOSTON French/West/Vaughan said it has been selected by the U.S. Playing Card Co. for communications services including media relations, consumer events, strategic partnership development and promotions.

The agency’s efforts will focus on the client’s famed Bicycle brand of playing cards that debuted in 1885.

“The FWV team impressed us with their passion, creativity, understanding of our business and successful track record of building brand identity,” said Kenny Robinson, client vp, global marketing. “With their full service capabilities, FWV is the best choice to support our business objectives and deliver superior results.”

The client’s portfolio of brands includes Bicycle, Hoyle, Bee, KEM, Aviator and Maverick. In December, USPC announced an agreement with Harrah’s and the World Series of Poker to be a sponsor and official supplier to the 2007 competition beginning June 1 in Las Vegas.

The budget for the work was not revealed.

The agency is headquartered in Raleigh, N.C., and also has offices in New York and Tampa, Fla. The shop has also handled assignments for Ford, Minute Maid, Nestea, Pfizer and Wrangler, among others.