Mizuno named BooneOakley as advertising agency of record, following a three-month review. Initial work, breaking in fall 2010, will combine traditional and online media in an effort to attract sports enthusiasts who may be new to the Mizuno brand. Spending was not released.

Mike's Hard Lemonade tapped Arnold Worldwide to handle creative work on its $9 million advertising account. Amalgamated previously handled the work.

Alberto-Culver Co. placed its global media and creative accounts in review.

L.L. Bean awarded GSD&M Idea City media planning and buying chores on its $20 million account. The agency already handles creative duties. Mediaedge:cia previously handled the media work.

Mercury Media has been named advertising agency of record by Hoveround Corporation, manufacturer of personal mobility vehicles. The agency is responsible for all aspects of direct response television advertising media buying for the company. The account is estimated at $22 million.

The Florida Citrus Commission named BBDO Atlanta as advertising agency of record for the Florida Department of Citrus and Florida citrus industry. The Richards Group previously handled the account, valued at $20 million.

Butler/Till has been named media agency of record for CenturyLink, a telecommunications firm recently formed by the merger of CenturyTel and Embarq. The account is estimated at $25 million.

Mediaedge:cia has successfully retained media planning and buying duties for IKEA in China, following a review.

Atmosphere Proximity picked up all creative duties for Hertz Rent2Buy. The agency has served as interactive agency of record for the Hertz Corporation since 2007. OMD and Resolution Media will handle media chores.

Zenith Optimedia was awarded Aviva's global traditional and digital media planning and buying account, estimated at $250 million.