Innocean (214320.KS) has added Five Guys, the California state lottery business and German premium beauty brand Tweezerman as U.S. clients. Canvas Worldwide, Innocean’s media specialist subsidiary, will manage Five Guys’ integrated media strategy, planning and buying, data analysis and performance measurement, drawing on its restaurant-sector experience from handling McDonald’s media business and its performance-focused operations. Canvas was also selected as the media agency for the California Lottery, operated by the California state government. Innocean’s U.S. unit, IUS, will provide Tweezerman with generative engine optimization (GEO), services designed to improve visibility in generative AI results. Separately, IUS is moving its headquarters from Huntington Beach, California, to a new campus in El Segundo near Los Angeles International Airport, while Canvas moved its Los Angeles office from Playa Vista to El Segundo in July this year. With D&G already headquartered in the area, Innocean’s three core U.S. units will be located together as the company seeks closer collaboration and faster U.S. expansion.