-Bi-coastal prodco Tool has welcomed Anonymous Content alum Danielle Peretz as its newest executive producer. link

-Former McGarryBowen New York head of mobile/emerging technology Spiro Mifsud has joined Tribal Worldwide as head of technology. Mifsud will work out of the latter’s NY office.

-McCann Buenos Aires joined Sony Argentina’s agency roster and will handle creative efforts in non-traditional media for the local market including the development of UX platforms.

-Denver-based company RuMe, which sells reusable tote bags, iPhone cases and other lifestyle products, has appointed Minneapolis digital agency space150 as its AOR for brand strategy, PR and media.

-Leo Burnett London shows us what it’s like to be a fish in a new spot for Kellogg’s Rice Krispies Multi-Grain Shapes (above).

-Dentsu-owned, New York-based digital shop Firstborn has nabbed digital strategy and content duties for Morgans Hotel Group, which owns properties including the Mondrian chain and the Delano. link