Spin the Agencies of Record

TruEffect has chosen Trylon SMR as its agency of record for its media relations requirements. TruEffect is an internet advertising technology company focused on developing innovations that enhance digital display advertising. It is the only provider to serve ads from the advertiser’s domain.

WPP has bought Fortune Cookie. The purchase increases Possible Worldwide’s profile in Great Britain–including two new offices in Australia–and European markets. Shane Atchison, CEO of Possible Global, explains their efforts to expand growth in emerging markets, “We have strong existing operations in Brazil, Russia, India and China, for instance — and the Polish office in particular is a great addition to our existing Eastern European operations in Russia, Hungary, Romania and Serbia.”

Procter & Gamble has added McGarryBowen, owned by Dentsu, to its consumer packaged goods roster. The agency will handle strategic and creative work, in addition to digital and social platform outreach efforts, for the Aussie line of haircare products.

McKinney, based in North Carolina, has been purchased by Cheil Worldwide, for about $50 million. The acquisition, which will make McKinney part of Cheil Americas, expands the Korean network’s presence in Western markets.

JOLLY TIME Pop Corn has chosen Haberman, Minneapolis, to handle public relations and social media.

Southern Comfort has chosen Wieden & Kennedy, New York, as the global agency to implement a new campaign launching this week. Seeking a fresh boost to the brand’s identity, the tagline for Southern Comfort, “Whatever’s Comfortable,” aims to connect with drinkers who, like Southern Comfort, are comfortable with themselves.