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IDG Redubs Marketing Arm, Grabs Agency Veteran
Steve Smith

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In another sign that publishers are starting to encroach on (even poach from) marketing firms and agencies, IDG renames its Corporate Sales and Marketing department the Strategic Marketing Services group. IDG’s SMS unit will oversee custom media and the new IDG Amplify social advertising product as well as the more familiar range of ad and marketing opportunities at the b2b publisher. The group is led by Matthew Yorke, now promoted from svp to president of the group. Joining Yorke is the newly hired Deidra Bodkin as vp of Client Service. The former vp and group media director at ZenithOptimedia will oversee IDG’s social media program for marketing clients.

Bodkin follows several other agency-side executives to move to publishing companies as media companies build more ambitious marketing services plans. Bodkin ran the Hewlett-Packard account for ZenithOptimedia and did planning for that brand across consumer business and vertical audiences. Earlier this month, Meredith lured Digital Modem Media CEO Martin Reidy to head its marketing services group.

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