Lions Gate Films has tapped Initiative to handle its $130 million media buying and planning account. Palisades Media Group previously handled the account.

WONGDOODY has been awarded integrated marketing duties for Flipswap, an outsourced cell phone trade-in program for the wireless industry, following an informal review. The agency is charged with revising Flipswap's online and offline retailer marketing and customer support services and developing and executing a national public relations campaign. Billings were not released.

Players Choice Club, an affinity club network program, has hired Refinery to handle interactive marketing initiatives. Refinery will work on new customer acquisition strategies, as well as develop the brand's overall marketing strategy and interactive marketing plan.

Prison Fellowship, a prison outreach and criminal justice reform organization, has named DigiKnow as its interactive agency of record. The agency will provide Web site development, application development and online marketing duties.

Sony Ericsson Mobile Communications has awarded Saatchi & Saatchi London its global creative account.

BMW has awarded its holiday retail advertising work to GSD&M. Spending was not released.

McKinney has been named interactive agency of record for Brown-Forman's Southern Comfort brand. The agency will handle global Web site development, U.S. customer relationship management and online creative.

LeSportsac has named YARD as its agency of record. YARD will unveil a LeSportsac US ad campaign for Spring 2007.

Godiva has placed its $12 million global advertising account in review. Margeottes Fertitta Powell previously handled the account.

Twisted Tea has placed its $1 million advertising account in review.