iRobot Corporation tapped Mullen as its advertising agency of record for North America, following a review. The agency will create brand messaging and advertising for iRobot’s line of home machines, including the  iRobot Roomba, iRobot Scooba, Verro and the iRobot Looj.

Amsterdam Worldwide was named agency of record for Netherlands superyacht builder, Feadship. The agency will handle all online and offline work, including digital strategy and creative execution.

MEC was named global media agency of record for Marriott, following the brand’s review to consolidate its media accounts.

ERGObaby, a designer and distributor of baby carriers and lifestyle accessories, named Profero as its agency of record. The agency is responsible for all aspects of digital advertising and media, from strategic development to creation and execution of social, mobile, and display campaigns as well as search, media buying and planning and web development.

After a three-month review, the Pennsylvania Horticultural Society, America’s largest horticultural society and producer of the world’s largest indoor flower show, selected LevLane as its first brand agency.

Carle Foundation Hospital and Health Alliance Medical Plans tapped the Chicago office of MARC USA as its agency of record, marking the first time that both of the health care brands will have a single agency working on all marketing initiatives.

NYCA has been hired by The Honest Kitchen, producers of dehydrated, human-grade all natural whole foods for dogs and cats, to revamp the brand’s website.

Long Island Spirits awarded Della Femina Rothschild Jeary & Partners Advertising the advertising, digital and media relations services for LiV Vodka and its new line of all Natural Flavored Liqueur’s called Sorbetta.

Without a review, Medestea Internazionale selected Darling Agency, New York, as the first agency of record for its new Ken Paves Self Help hair care brand, to be launched next year. An undisclosed budget will support print, online and social media advertising. First work will break in spring 2012.

HomeAway awarded GSD&M its creative and media work, following a review. Vendor and Optimedia previously handled creative and media chores, respectively.

Ruby Tuesday tapped McKinney as its creative agency of record. People Ideas & Culture previously handled the account.