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Execs and Accounts for August 5, 2002

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Posted August 5, 2002 By Zachary Rodgers     Feedback

MindArrow Systems to provide Mazda with marketing software; Orbitz partners with Spa Finder on new micro-site; BMW films nabs directors for next round of 'The Hire.'

CRM integrator Harte-Hanks has retained MindArrow Systems to provide Mazda North American Operations with e-mail marketing and other online direct marketing services for Mazda's customer loyalty programs. MindArrow, working with Harte-Hanks, will sync Mazda's offline customer relationship management (CRM) and marketing initiatives with the car manufacturer's e-mail and digital communications software.

The appointment expands MindArrow's roster of automotive clients, which already includes Ford , Toyota , Nissan and Mercedes.

Travel site Orbitz has partnered with Spa Finder to launch a spa micro-site offering information and reservations for approximately 250 destination and resort spas. Through Orbitz, consumers will be able to search for spas around the world based on a variety of needs or interests, from location and affordability to treatments and dietary offerings. Spa travel reservation service Spa Finder will provide all information for the micro-site, and Orbitz will essentially act as a portal for the data.

Orbitz has also introduced a separate site catering to ski travelers. The Web destination offers information and inventory on ski destinations and deals through a partnership with Moguls Mountain Travel. In July, Orbitz launched its first micro-site for gay and lesbian travel.

BMW films has picked up John Woo, Tony Scott and Joe Carnahan to direct the next three installments of "The Hire," an Internet film series that hit it big with Web audiences last year. Woo is the director of "Mission Impossible II" and "Face/Off"; Scott directed "True Romance" and "Top Gun"; and Carnahan did "NARC." The series of short films, which garnered 13 million views in 2001, are underwritten by BMW and are slated to premiere on in October.

Executive Produced by Ridley Scott, Tony Scott and Jules Daly through the Scotts' company RSA USA, the next three films all revolve around a central character known as The Driver, played by Clive Owen.

"The Hire" made waves last year with films directed by John Frankenheimer ("Ronin" and "The Manchurian Candidate"), Ang Lee ("Crouching Tiger, Hidden Dragon") and Guy Ritchie ("Snatch"). BMW hopes this year's installments will repeat their predecessors' success.

Multimedia Live has launched an e-commerce Web site for skin care product developer MD Formulations. In addition to support for transactions and a content management system, the Web presence includes a skin care profiler, which asks visitors a number of questions about the characteristics of their skin before generating a recommended shopping list.

FitzGerald Communications, a public relations firm focused on tech clients, has expanded its New York presence with the addition of several clients and a move to new quarters in Midtown Manhattan. New clients include Entuity, a network management provider; Metaserver, an integration software company; Palisade Systems, a network security firm; and TMPG, which provides marketing and media strategy services.

"The expansion of the New York office client roster reflects an expansion in the geographic scope and reach of the office," said Maura FitzGerald, the agency's founder and CEO.

For more breaking news on account action and executive moves, visit

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