E-mail marketing firm Responsys is aiding weight-loss program Nutrisystem with various e-mail programs, as well as developing cross-channel customer-experience initiatives. The company is using Responsys' Interact Campaign, the company's software as a service (SaaS) campaign-management platform.

Masius New York, a branch of Masius/Publicis Consultants has rebranded under the Publicis Groupe-owned Leo Burnett to form Leo Burnett Business, a specialty group that will focus on business-to-business advertising and marketing.

American Express has launched an analytics and consulting organization, called American Express Business Insights, to help its business customers develop better-informed strategies. The new unit, announced November 19, will study the aggregate trend analysis and spending patterns of approximately 90 million cards across 127 markets to provide business planning and marketing expertise.

Israel-based aesthetic device manufacturer Home Skinovations is running an integrated DRTV and Web campaign for its Silk'n SensEpil product, an at-home hair-removal device. The ads drive viewers to www.Silkn.com and the company's 1-877-DO-SILKN toll-free number. Tom Goslau, VP of marketing and business development for Home Skinovations, described the ads as "brand-response television."

Markco Media, a UK-based media and advertising company, will launch a paid search marketing campaign on November 19 to promote CouponCodes4U.com, the US counterpart to MyVoucherCodes.co.uk. Previously the site was only promoted through organic search engine marketing.

Bid management software-maker SearchForce has launched its "Cross-Channel Marketing Tracker" platform, a tool that agencies and brands can use to monitor online campaigns and conversions across numerous media. Search marketing agency Prime Visibility has signed on to use the tool.

Animal rights group ASPCA has added more than 1,000 e-mail addresses to its database since launching a lead-generation effort earlier this month. Lead-generation firm Pontiflex is executing the campaign pro-bono, after deciding to work on it instead of giving away free items at the Ad:Tech New York conference.

Pharmaceutical company Novartis launched a $200 million integrated ad campaign, which includes a number of digital elements, on November 12 for over-the-counter heartburn drug Prevacid 24HR. The effort's digital elements include online ads that drive consumers to the prevacid24hr.com Web site on targeted portals like WebMD, as well as Yahoo and other lifestyle destinations.

Outdoor retailer Bass Pro Shops has tapped mobile commerce and marketing firm Transaction Wireless to create its first mobile gift card program, which will go live in next year's first quarter. When the mobile program launches next year, consumers will be able to customize online gift cards by incorporating personalized text, videos and voice messages.

Borders is using free Wi-Fi service, as well as other initiatives, to differentiate itself from competitors and increase membership in its loyalty program this holiday shopping season.