Premium Wine Brands, Pernod Ricard appointed Soap Creative to develop its global digital strategy for its Jacob's Creek brand of wine.

Factory Design Labs was named creative agency of record for Callaway Golf Company. The agency will also continue its existing role as digital agency of record. Eleven previously handled the account.

Sara Lee's Ball Park hot dogs tapped Publicis Seattle to handle its creative chores, previously managed by TBWA/Chiat/Day.

Maxim tapped Looney Advertising & New Media to work on strategic development, creative development and to explore brand initiatives and new media opportunities for the brand. The agency will develop and launch an integrated campaign, targeting a broad range of clients, in 2012.

StriVectin, an anti-age skin care brand, tapped Cake as its social media agency of record.

Darden Restaurants selected Ryan Partnership to handle merchandising for its Red Lobster and Olive Garden brands. The business will be based out of Ryan's office in Columbus.

NORTH has been selected by Subaru of America to create a national experiential marketing program to launch the 2012 Impreza.

HVHC Inc., a vision care company that operates retail stores under brand names such as Visionworks, EyeMasters and Empire Vision Centers, hired Moroch Partners as its agency of record for its retail stores. The assignments will include development of broadcast creative for its 540 unit optical retail chain serving 40 states and the District of Columbia.

TXU Energy, an electricity retailer in Texas, selected The Richards Group as its agency of record. The agency will handle strategic oversight, brand planning and creative development. First creative work is expected to launch during late summer 2011 and will include television, radio, print and other integrated components.

Virgin America has named Eleven Inc. as its media agency of record, expanding its relationship with the firm. The agency will be responsible for all media duties for Virgin America, including planning and buying for digital, search and emerging media. Eleven currently handles creative, strategy and offline media planning and buying. The incumbent agencies were Carat and iProspect in San Francisco.