According to the firms, The CBL's mission is to explore how behavioral science can be applied to improve both the effectiveness of marketing messages and the channels where those messages are placed to influence consumer behavior.

The London-based VCCP has offices in New York and San Francisco, which will now be led by NA CEO Brett Edgar. Caroline Grayson is also joining the agency as Managing Director/New York.

Publicis picked up the client's Europe Middle East and Africa region, its largest market by media spend, according to agency research firm COMvergence. Estimated spending in that region by the client is more than $500 million, per COMvergence.

Chairman and CEO Eric Mower, who founded the agency in Syracuse in 1968, will remain in his current position as will other senior Mower executives, including president and COO Stephanie Crockett.

The 109-year-old agency is reintroducing the hyphen to its name as part of repositioning that creativity is the key to commerce success.

The agency was the product of the 1999 merger of shops run by Lee Kovel and John Fuller. In its heyday it was winning significant pieces of business from clients like Universal Studios, Yokohama Tires as well as numerous local and regional accounts.

The agency unveiled the tool today with Tyson Foods as the launch client. The tool uses algorithms that identify detrimental or hateful content towards minority groups. Media planners can then use this page-level data to adjust a brand's paid media spend accordingly.

The rebrand includes a new website and positioning, which is now "Create Better. Better experiences, stories, relationships, worlds. Everydamnday."

The main idea is that an increasing number of clients are seeking integrated advertising services that include both creative and media.

The Ad Council Research Institute and MTV Entertainment Studios unveiled initial findings today from a joint research project that is designed to unpack voting attitudes and perceptions among younger Millennials and voting-age Gen Z Americans.