The path to the award began many months before the launch, when the Opts Ideas team hit upon a concept: rather than take the traditional approach of focusing on the features and benefits of the technology, they would turn the spotlight on the customer. "We thought, why not tell the stories of Microsoft's customers, the people who use the technology to impact the world on a very real level," explains Michael Christman, founder and president of Opts Ideas.

The result was the integrated global campaign: Heroes Happen (Here), a multi-tiered, multimedia effort designed to celebrate the stories of unsung heroes among software developers and IT professionals. "In today's world, we simply couldn't manage without the people who work in information technology," says Christman. "Trains wouldn't run on time; the power wouldn't stay on. Life as we know it would stop."

Over the course of several months, in close collaboration with Microsoft, Opts Ideas tracked down software developers and IT professionals around the world and gathered their stories. This diverse group had one thing in common: their work quietly made a huge difference in the communities around them. "We were truly amazed as we began to collect these stories," says Christman. "The more we learned about these unsung heroes, the more excited we were about the project." From hundreds of entries, eighty of the most compelling stories were selected for inclusion in a 180-page book titled Heroes Happen (Here), accompanied by stunning portrait photos shot by acclaimed photographer Carolyn Jones.

In addition, a website was created where the IT community could share their stories and connect with each other; it also served as a platform for delivering Microsoft product news and information. Inspired by the heroes theme, Opts Ideas enlisted the help of renowned comic creator/writer/artist Jordan Gorfinkel to oversee the creation of a daily comic strip that brought these stories to life, and made the strip available online and via RSS feed.

The massive effort culminated in the launch event at Nokia Theatre in Los Angeles, where journalist Tom Brokaw riveted the crowd with his stories about how technology had changed the world in his lifetime. "The launch resonated with people on every level," Christman reports. "From the individuals who provided their stories, through the entire corporate structure at Microsoft -- it was compelling, timely, and authentic."

Bob Visse at Microsoft says it best: "The only way you know great creative is when it makes you a little uncomfortable. Michael and his crew always push you."

This is the second time Opts Ideas has won a global award; in 2005, it was awarded the Global Paragon Award from Meeting Professionals International for its work with Washington Mutual.

ABOUT OPTS IDEAS

For over 25 years, Opts Ideas has combined scrupulous production values with state-of-the-art technology to create captivating events for live audiences around the world. Led by Michael Christman, with partners Lisa Holland and Chris Fitzgerald, Opts Ideas has developed a world-class client list that includes Microsoft, Facebook, LPL Financial, The Wall Street Journal, Fortune Magazine, AOL/Time Warner, Washington Mutual, Apple Computer and MIT. Opts Ideas is a true virtual company, with offices in New York, Boise, and the San Francisco Bay Area.

Michael Christman, founder of Opts Ideas, also leads a nonprofit media project called 100 People, whose mission is to create a global portrait of humanity through film and photography of 100 individuals. More information can be found online at http://www.optsideas.com and http://www.100people.org. For company inquiries, please contact Lisa Holland at lisa@optsideas.com or at 415.339.2029.

ABOUT EIBTM

EIBTM is the organizational group behind the Global Meetings and Incentive Exhibition, an annual conference and tradeshow in Barcelona for meeting/conference planners and suppliers. It's geared to planners and suppliers of large-scale productions and about 7,500 people attended last year. To learn more about EIBTM go to: http://www.eibtm.com.

SOURCE Opts Ideas

http://www.optsideas.com

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In the suit filed at the United States District Court in Manhattan, IBM said Papermaster was one of its top 300 managers and had access to a wide range of the company's intellectual property and trade secrets.

Papermaster, who was with IBM for the past 26 years, served as a member of the company's Integration & Values Team since 2006.

"In his capacity as a member of the I&VT, Mr. Papermaster has gained access to confidential information concerning the company's strategic plans, marketing plans and long term business opportunities, including the development of specific IBM products," the company said.

Papermaster and Apple could not be immediately reached for comment by Reuters.

(Reporting by Ajay Kamalakaran in Bangalore; Editing by Kim Coghill) Keywords: IBM/APPLE

tf.TFN-Europe_newsdesk@thomsonreuters.com cmr

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Copyright Thomson Financial News Limited 2007. All rights reserved. The copying, republication or redistribution of Thomson Financial News Content, including by framing or similar means, is expressly prohibited without the prior written consent of Thomson Financial News.

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Fadell will be replaced by IBM's Mark Papermaster, the paper said.

Papermaster, who was with IBM for the past 26 years, served as a member of the company's Integration & Values Team since 2006.

IBM sued Papermaster last week to prevent him from joining Apple, citing a noncompeting agreement between him and the company that would prevent him from accepting a job with a competitor until A year after leaving the company.

Apple and IBM could not be immediately reached for comment by Reuters.

(Reporting by Supantha Mukherjee in Bangalore; Editing by David Holmes) Keywords: APPLE/EXECUTIVE

(supantha.mukherjee@thomsonreuters.com; within U.S.+1 646 223 8780; outside U.S. +91 80 4135 5800; Reuters messaging: supantha.mukherjee.reuters.com@reuters.net ;)

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