Spin the Agencies of Record

Akso Nobel has chosen Emanate as the AOR for Glidden Paint, the first for the brand. Work will highlight brand messaging — quality and color, for instance — and grow the company’s share of the DIY and home space. It was a competitive search including seven other firms. Emanate will work with Digital Influence Group, social media AOR, advertising AOR DDB, and media buying firm PHD.

Adam Ritchie Brand Direction has added two clients to its roster. LifeSpan, the Utah-based fitness manufacturer, has chosen the firm to launch new products over the course of 2012, including the treadmill desk, pictured above. And stkr.it, a company that creates QR codes for personal items. The firm will focus on different uses for the stickers and special events.

FedEx has chosen Waggener Edstrom as its firm for the EMEA region, The Holmes Report writes. The firm was chosen less than a year after a prior review the gave Spider PR the account. Ketchum is still the global AOR, a longstanding relationship.

Zodiac Pool Systems, an international pool equipment company, has chosen Encinitas, CA-based firm Clearpoint Agency as its AOR. Work will include media relations and digital outreach targeting North American consumers and dealers. The firm has already launched a social media campaign for the company’s Polaris and Zodiac brands. [via]

Ad Age reports that Aetna is reviewing its agency relationships with an eye towards cutting the number of firms it works with. The company hired Weber Shandwick a few months back, works with Arnold on creative, and a number of other firms for other areas. Siegal+Gale helped with this recent rebrand. Spending is expected to leap from $27 million to about $100 million the story says.