EFM (Experiences for Mankind) was named agency of record for The Mirage Hotel and Casino in Las Vegas. EFM will handle traditional and digital media chores. First work will launch in spring 2013.

lucy activewear named mono as its agency of record.

Neighbor, Santa Monica, was named as the first agency of record for UniversityNow, San Francisco. An undisclosed budget will go to online, social media and public relations. First work will emphasize UniversityNow’s affordability and accessibility.

Ripley’s Believe It or Not! Times Square named RP3 Agency as its agency of record. RP3 will handle all marketing and media strategy, as well as the creation and execution of digital and social media campaigns. The agency was chosen without a review. Manhattan agency The Pekoe Group was the incumbent.

UNO Chicago Grill named FORGE Worldwide as its agency. Boston-based NorBella will handle media planning and buying.

The U.S. Food and Drug Administration awarded Draftfcb New York an assignment to keep teens from trying tobacco products. FDA will work with the agency on a multi-year campaign to address this problem. Draftfcb will partner with Initiative for media buying. The campaign is expected to break in late 2013 or early 2014.

Reebok International selected DDB Worldwide as its global agency of record. Led by DDB New York, the agency will be responsible for Reebok’s digital, social and advertising campaigns. Media will continue to be handled by Carat.

The Vail Film Festival hired Macias Media Group and Calvin Media Consulting to lead its public relations and corporate partnerships for the festival’s upcoming annual event.

ZICO Pure Premium Coconut Water named Butler, Shine, Stern & Partners its agency of record, charged with creative and media chores. Catalyst will handle public relations efforts.

Southeastern auto service chain Autobell Car Wash named BooneOakley, Charlotte as its advertising agency of record. Spending was not released. Work will include digital and social media initiatives, and outdoor and broadcast advertising. First work, targeting infrequent car washers, breaks in February.