Account action

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General Motors Corp.'s Chevrolet Division Minneapolis/Green Bay Area Marketing Group dealer organization to J.W. Messner Inc., Grand Rapids, Mich. for its estimated $10 million to $12 million account.

Reference books publisher Merriam-Webster, Springfield, Mass., previoulsy an inactive account, to McKay Fried & Partners, Boston; spending was not disclosed.

Murray's Discount Auto Stores to Yaffe & Co., Southfield, Mich., for its estimated $4 million account, from Kolon, Bittker & Desmond, Troy, Mich.

Papa Gino's, Dedham, Mass, to Clarke Goward, Boston, for its $4 million to $5 million account, from EvansGroup, Seattle.

Paramount Home Video to D'Arcy Masius Benton & Bowles, Los Angeles, for a consumer print and broadcast creative assignment formerly handled in house.

Montgomery Ward & Co.'s Signature Group, Schaumburg, Ill., to Rizzuti, Beckman & Lyman, Dallas, for the launch of its TeleRewards telecommunications loyalty-reward program; no previous agency.

Copyright May 1997, Crain Communications Inc.

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