NEW YORK: The Reader's Digest Association (RDA) selected DKC as AOR for its Reader's Digest title and corresponding Web site, focusing immediately on brand revitalization, media outreach, and content distribution.

MIAMI: Norwegian Cruise Line (NCL) is currently in the midst of a search for a new AOR to begin work in early June, PRWeek has learned

EAST RUTHERFORD, NJ: Adecco Group North America, the Fortune 500 staffing and HR service provider, selected MWW Group as AOR. The one-year contract is worth more than $1 million.

TALLAHASSE, FL: Sanderson Farms, a Mississippi-based chicken processor, named The Zimmerman Agency its new AOR after a multiple-round RFP.

BEIJING: Chinese officials are looking to hire a public relations firm to bolster its reputation prior to the 2008 Olympic Games, which will open in Beijing this summer, the Financial Times reported Friday.

BELLEVUE, WA: Technology company InfoSpace has selected Peppercom as its AOR to work on brand awareness and corporate communications.

WASHINGTON: The National Association of Retail Collection Attorneys (NARCA) launched a campaign in March, developed by Waggener Edstrom (WE), to show that members act responsibly in their efforts to collect debt.

Demonstrating heart, creativity, and preparation helps in having a successful pitch

WASHINGTON: Share Our Strength announced new branding -- including a tagline, logo, and revamped Web site -- that aims to better tie together the nonprofit's various campaigns to end childhood hunger in the US.

CHICAGO: Chase Card Services, the credit card division of JPMorgan Chase, has issued an RFP, PRWeek has learned.