DMNews: Sharp turns on integrated effort; B of A extends Merrill Lynch campaign with DOOH

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March 22, 2010 Check out DMNews on your smartphone Advertisement Kraft Foods Expands Gevalia – Chooses FOSINA MARKETING GROUP as Online Agency of Record for the 6th Consecutive Year! Gevalia increased conversions in 2009 in the online channel with the introduction of its new brand positioning and campaign - "Home is Where it Happens." For 2010, Kraft Foods awarded FOSINA a host of new responsibilities such as online creative, affiliate/revenue share marketing, search marketing, and incremental revenue partnerships for their Gevalia continuity program, online Gevalia Shop and Tassimo brands. FOSINA is a full-service interactive direct marketing company specializing in online and offline direct to consumer marketing services. Today's News Sharp turns on integrated effort highlighting TV technology Dianna Dilworth Sharp Electronics is rolling out an integrated campaign to support its upcoming Aquos line of televisions. The company's agency of record, McGarryBowen, created the effort, which has e-mail, display, online video, paid search, social media, print and TV elements.   Bank of America extends Merrill Lynch campaign with interactive billboard Dianna Dilworth Bank of America launched an interactive mobile campaign in New York on March 19 to promote its Merrill Lynch Wealth Management unit and create consumer discussion of retirement plans.   GameStop plans revamped loyalty program, expanded downloadable offerings Nathan Golia Video game retailer GameStop will begin testing a revamped loyalty program in May. It will also expand its downloadable offerings, according to its March 18 earnings call for the fourth quarter of 2009. Paul Raines, COO of GameStop, said on the call that the retailer plans to incorporate elements of the MegaCard loyalty program by Micromania, a French video game retailer GameStop bought in 2008.   Union leaders tell senators to oppose five-day delivery plans Frank Washkuch The US Postal Service's plan to reduce home delivery to five days per week faces considerable opposition from some members of Congress and postal employee unions.   Reader's Digest, Arcadia release South African names through Acton Reader's Digest and Arcadia catalog have made two lists of South African consumers available through manager Acton Direct. The files are new to market.   From the print edition Mailers regroup after postage increase plan Frank Washkuch John Potter, CEO and postmaster general of the USPS, described the organization's challenges in restoring financial stability in stark terms last week. He expects a cumulative shortfall of $238 billion by 2020 as mail volume drops by 27 billion pieces.   Do celebrities help social media campaigns? From beer to banking, celebrity endorsements are a major component of many marketing campaigns. Do they have the same weight in social media? Two experts make their cases   Web Exclusive 30 direct marketers under 30 DMNews gathered the best and the brightest young superstars in the direct, database and interactive marketing industry for its second annual 30 Under 30 feature. These successful up-and-comers were judged on their ability to initiate change, drive growth and achieve measurable results for their companies and clients. While these honored executive are not ranked per se, the top 10 we feel are particularly innovative standouts who deserve special mention.   Today's lists and databases GreatMedia's Gay and Lesbian Consumer Multichannel File New list — GreatMedia's Gay and Lesbian Consumer Multichannel File — GreatMedia — This file contains gay and lesbian consumers.   DTS Political Donors New list — DTS Political Donors — LZL Inc. — This file contains donors to the Republican and Democratic national committees and candidates.   Arthritis Medication Buyers and Donors New list — Arthritis Medication Buyers and Donors — The Rich List Company — This file contains people who buy medications and accessories online to relieve arthritis. They also donate to arthritis fundraisers. Average purchase is $190; average donation is $100.   In This Issue Today's News From the Print Edition Today's Lists and Databases Classifieds Caples Awards Dinner March 25, 2010 Join an international audience of DM creatives Click to reserve your seat Agency Business Report Click below to view all agency profiles

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