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March 28, 2008


Mark Firmani

Thanks, Atilla, for the story. You got everything right, but thought I would provide a bit more context. The ads were not specific to Gmail, but were part of a larger search engine optimization (SEO) campaign for the firm. The service – Adwords – allows the firm to target its message on Google, Gmail, among other online resources. While my legal PR firm would like to take the credit for starting this trend (admittedly, we were among the first), it is widely used by firms across the country.

The goal of the campaign was to make sure Bear Stearns employees were aware that they have recourse, in this case by participation in an ERISA suit filed by the firm.

One clarification – the firm had received a remarkable volume of calls and e-mails before we began the campaign. I believe is a testament to the deep and broad anger by Bear Stearns employees who saw their retirement funds vaporized, shortly after the organization’s leadership was touting the company’s financial fitness.

Mark Firmani | Firmani + Associates Inc.

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