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USWeb Corp., Santa Clara, Calif., to BBDO West, Los Angeles, as first agency for the estimated $10 million account for the Internet services start-up bankrolled by Ziff-Davis Publishing Co.

Miller Brewing Co. will spend $41.2 million over the next 23 years to name the Brewers' new stadium Miller Park and to get exclusive signage rights at the stadium.

Hertz Equipment Rental Corp., Park Ridge, N.J., to Wells Rich Greene BDDP, New York, from Labatt-Simon for its account.

Dentsu's expected acquisition of Young & Rubicam's 50% stake in the Los Angeles office of Lord, Dentsu & Partners could come as early as next month, freeing Lord Dentsu to aggressively hunt for a car account.

Pacific Bell Mobile Services, Pleasanton, Calif., has added Anderson & Lembke, San Francisco, to the list of agencies competing in its $20 million-plus review. Other contenders are Ketchum Advertising, also San Francisco, and Ogilvy & Mather, Los Angeles, and Martin/Williams Minneapolis.

MCI Communications Corp. unveiled a new corporate logo featuring blue MCI initials with a bright orange starburst over the letter "I," designed by branding consultant Interbrand Schecter, New York.

Peter Midwood to exec VP-general manager for international, Elizabeth Arden Co., New York, from sales director, Van den Bergh Foods.

Newsweek, New York, is breaking a print, interactive and direct mail campaign from Mezzina/Brown tied to coverage of the 1996 presidential election, with the theme "Now you know."

Tele-Communications Inc., Englewood, Colo., has narrowed its agency review to Hal Riney & Partners, San Francisco, and Jordan, McGrath, Case & Taylor, New York.

Frito-Lay is planning a spot from BBDO Worldwide, New York, for April or May to address the continuing shortage of Baked Lay's.

Copyright January 1996 Crain Communications Inc.

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