DMNews: Sprite readies UGC campaign, Microsoft restructures marketing group

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February 12, 2010 Check out DMNews on your smartphone Today's News Sprite sparks music and film interactions online Dianna Dilworth The Coca-Cola Company's Sprite brand is merging music and film in its new integrated marketing effort aimed at sparking creativity. In "The Spark Music Project," an interactive site will let visitors remix music by hip hop artist Drake with music from emerging artists around the world.   Microsoft restructures Central Marketing Group Kevin McKeefery Microsoft has realigned its Central Marketing Group, naming David Webster chief strategy officer and Gayle Troberman chief creative officer. Neither move is considered a promotion, according to the company, but rather a formalized reflection of the role each had been filling for some time.   Google inks deal to acquire Vark.com Dianna Dilworth Google has signed a definitive agreement to acquire Aardvark, a company that runs the social searching site Vark.com. Terms of the deal were not disclosed.   O'Charley's deploys Valentine's Day e-mail campaign with new AOR Mary Elizabeth Hurn With a new e-mail agency of record at the helm, family restaurant chain O'Charley's is revamping its e-CLUB e-mail program with a Valentine's Day push.   TechProApps.com awards Worldata list management TechProApps.com awarded Worldata management of its postal and e-mail files February 11. These files are new to the market.   From the print edition Creative solutions from Hargray, DMA and CollegeAmerica Hargray uses direct mail for holiday campaign; DMA gets personal with show attendees; CollegeAmerica geotargets prospective students   Employees who interact with customers should show authenticity and passion Jeffrey Rohrs, VP of marketing, ExactTarget Authenticity is a key part of social media marketing. Social media strips away a lot of the barriers that companies face due to the nature of media. The people are the new mass media; the gatekeepers are gone. If you are going to participate in conversations online, they are not going to happen on your own ground.   Today's lists and databases The Ryan Group New list — The Ryan Group — Lewis Direct Inc. — This file contains business professionals who monitor organizational improvement through periodic newsletters and access to learning and development resource centers from The Ryan Group   NextGen IT Open Magazine Email Subscribers New e-mail list — NextGen IT Open Magazine Email Subscribers — Walter Karl — This file contains subscribers to NextGen IT/Open magazine. These are IT decision makers including CIOs, CTOs, VPs, directors of IT, administrators, developers, analysts, programmers and consultants   Lifesource Women Donors New list — Lifesource Women Donors — List Services Corp. — This file contains female donors to many different causes and efforts. Average age is 59 and 73% are married. Average household income is $52,450 and 76% are homeowners.   In This Issue Today's News From the Print Edition Today's Lists and Databases Classifieds Caples Awards Dinner March 25, 2010 Tickets are now on sale. Click here to reserve your seat 30th Anniversary Click to read DMNews' 30th anniversary issue Agency Business Report Click below to view all agency profiles

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