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MVBMS Takes CSFBdirect Work Worth up to $50 Mil.NEW YORK—Messner Vetere Berger McNamee Schmet terer/Euro RSCG has won creative duties for the CSFBdirect account following a two-month review, the client confirmed. The agency bested fellow New York shops D'Arcy Masius Benton & Bowles, TBWA\Chiat\Day and Margeotes|Fertitta + Partners. The account could be worth up to $50 million, more than double the previously reported $20 million, sources said. Incumbent Kirshenbaum Bond & Partners in New York did not participate. Merkley Promotes 3, Changes NameNEW YORK—Three key executives at Merkley Newman Harty were promoted, and the New York shop has changed its name. Partner Alex Gellert, 37, and Douglas Atkin, 45, a partner and director of strategic planning, now also are each a co-managing director, a new position. Anne Devereux, 39, president of Merkley Newman Harty Healthworks, adds the title of chief operating officer, also a new post. At the same time, the agency has rebranded itself Merkley Newman Harty & Partners. Wieden Scores Coca-Cola's $30-60 Mil. Powerade Biz NEW YORK—Wieden + Kennedy has won the estimated $30-60 million account for Coca-Cola's Powerade sports drink, besting incumbent McCann-Erickson in New York and Coke roster shops Cliff Freeman and Partners and Berlin Cameron & Partners, both in New York, sources said. McCann's work for Powerade ran last year and was tagged, "Keep playing." Sources said that tagline will continue. MediaVest in New York handles media buying.Western Union Contacts ShopsNEW YORK—Western Union is contacting agencies about its account, currently at Lowe Lintas & Partners in New York, sources said. The client spent $25 million last year, per CMR. Sources said Karen Kaukol, director of advertising for the Englewood, Colo.-based client, had approached 6-7 shops. The overture comes after Peter Hempel, the Lowe Lintas executive who managed the account, left to become evp of marketing at The Gap in San Francisco. Other roster shops for Western Union and its parent, First Data Corp., are Bromley Communications in San Antonio, Fletcher Martin Ewing in Atlanta and Makovsky & Co. in New York. Lowe Lintas could not be reached.Jenny Craig Reviews $25 Mil. in Media, Shifts CreativeLOS ANGELES—Weight loss retailer Jenny Craig has put its $25 million media business into review. Media incumbent Carat in Los Angeles is expected to defend. The La Jolla, Calif.-based client is mainly considering West Coast agencies, but would also look at other shops, said Barbara Barry, Jenny Craig vp of marketing. Separately, the client has shifted creative duties from Doner in Southfield, Mich., to Johnson/Ukropina in Irvine, Calif., without a review. Account ActivityThe New York Mercedes-Benz dealer group is talking to undisclosed media shops about part of its media buying business estimated at $4-7 million, sources said. Mercedes' lead media partner, PentaCom in Detroit, is the incumbent. Merkley Newman Harty & Partners in New York handles creative and media planning.

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