Olson 1to1, the loyalty/CRM division of Olson, was hired to launch L'Oreal's first ever loyalty program, Lancome Elite Rewards, where users earn points that can be redeemed for Lancôme products and beauty experiences not just by buying Lancome products, but also by posting about them to their social media profiles and following Lancome USA on Facebook, Instagram and Twitter. For example, users will receive 10 points for every $1 they spend on Lancome products at one of 2,300 participating retail locations, and they also receive up to 50 points for connecting with the brand's social channels and 25 points each …

Hopsteiner, an international hop growing, trading and processing firm, has named The EGC Group as its social media agency of record. The agency will provide media relations and social media strategy for Hopsteiner and spearhead the promotion of its latest hop varieties to breweries on a global level. "I believe the EGC Group, more specifically EGC's craft beverage division, brings the right experience and skill-set to effectively manage Hopsteiner's niche marketing and communications, while delivering high-quality results that will generate new meaningful relationships and help drive its business even further," said Ernie Canadeo, founder and president of EGC Group."

California-based skincare company, Cremo Company, named Detroit-based Jekyll & Hyde as its agency of record, charged with building national brand recognition for Cremo's flagship product, Cremo Shave Cream. The debut campaign will use recognizable radio show hosts to reach its target audience.

Dallas-based Dave & Buster's restaurants named Rockfish its digital agency of record. The agency will also handle and digital CRM work for the company. Rockfish is tasked with overhauling Dave & Buster's digital strategy, with a large focused on CRM (including its loyalty program), mobile, web and social media elements. Dave & Buster's owns and operates close to 70 locations in 26 states and Canada. The company spent $19.6 million in measured media in 2013, according to Kantar Media.

International Beverage USA tapped The Halo Group as agency of record for its Speyburn Single Malt Scotch Whisky brand in the U.S. The agency’s first assignment is to promote the launch of Speyburn with a consumer campaign entitled, "It's a Start.” Geared toward an American audience, The Halo Group will be responsible for handling creative concepts around a Father's Day promotion targeting sons and daughters while positioning Speyburn as an ideal gift for dad. The campaign will include in-store, print and other promotional giveaways. “We are excited to be partnering with The Halo Group and are confident that the agency …

SS+K has added fairlife, a health and wellness company, to its client roster. Chicago-based fairlife produces milk and milk products using a patented cold filtration process that enhances the nutritional value of milk. Spark handles media duties for fairlife. SS+K will develop campaigns for fairlife milk and its real milk-based, high protein drink, Core Power. Work will include branding, digital, social media and outdoor elements. The fairlife milk campaign will launch in the fall and Core Power's marketing campaign, will launch in May, highlighting the brand's selection as the official protein drink of the FIFA 2014 World Cup. "Google search …

Regal Boats named Myjive as its digital agency of record. The agency previously worked for Regal Boats, manufacturer of bowriders, express cruisers and sport coupe yachts, on a project basis. "When Regal first hired us we were a unique choice for them; our team lacked experience in the boating industry. Regal saw this as a strength," said Brett McCoy, Engagement Director at Myjive. "They wanted to push the boating industry and their brand forward and needed an agency that would approach the business from an outsider's perspective and present new ideas." Regal Boats spent $557,000 on measured media in 2013, …

The Hong Kong Beer Co. named Cultivator Advertising & Design, Denver, as its agency of record, its first under new ownership that took charge last year. The agency was awarded the work without a review. Devin Kimble, co-owner and director of Hong Kong Beer Co., managed the selection process. New work will launch in the second quarter of 2014 and include a company-wide rebranding, with new packaging for the company's Dragon's Back Pale Ale, flagship Hong Kong Beer Amber Pale Ale, and for three new brews launching this month. Additional Cultivator clients include New Belgium Brewing, Visit Estes Park, Anthony's …

MediaCom Worldwide extended its 16-year relationship with the Volkswagen Group for another three years. Under the terms of the partnership, MediaCom will continue to provide strategic media insight and planning and buying services for all Volkswagen Group brands including VW, Audi, SEAT, Skoda and VW Commercial Vehicles. The agency also adds the commercial vehicle brand MAN to its global task for the first time, as well as all VW Group brands in Poland.

Remington hired Brushfire as agency of record to launch its revamped men's shaving and grooming line and increase brand awareness for the Remington Men's brand. Brushfire is the first agency to work on the Remington Men's brand in more than five years. The agency will handle advertising, marketing, public relations, digital, cause-related, and social media services. "Remington has literally gone back to the drawing board to redesign and revamp its men's lines, and the resulting technology is beyond impressive," said Joan Mueller, president of Brushfire. "We're privileged to have the opportunity to partner with Remington to reintroduce the products and …