The California Dental Association to Hoffman/Lewis, San Francisco, from Graham, Silberg, Sugarman, Los Angeles, for its $2.5 million account.
Harrah's Entertainment, Memphis, to Targetbase Marketing, Dallas, the database marketing division of The M/A/R/C Group, as first agency for its corporate direct marketing account. Harrah's is an operator of casino gaming facilities with 16 properties in nine states.
Peet's Coffee & Tea, a Berkeley, Calif., chain and mail order business once owned by Starbucks, has moved its estimated $1 million to $2 million account to Hal Riney & Partners, San Francisco, from Bridge Marcom & Westdal Design Associates, Berkeley.
Crystal Springs Water Co., Atlanta, to Lezcano Associates, Miami, as first agency for Hispanic advertising.