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A sampling of news items in the direct marketing field.

Sybase, Emeryville, Calif., to Miller/Kadanoff, San Francisco, from Herring/Newman for the database management company's consolidated $3 million direct marketing account, previously shared by both agencies. As a result, Herring/Newman has retrenched its recently expanded San Francisco office, laying off several senior staffers who were hired only last month.

Omnicom Group, New York, acquired Optima Direct, a Vienna, Va.-based cause-related telemarketing company with revenue of more than $5 million. The agency will become part of Omnicom's Rapp Collins Worldwide, New York.

Arthur D. Little, Cambridge, Mass., to Holland Mark Martin, Burlington, for a direct marketing assignment with billings estimated above $2 million.

Direct Marketing Association has urged privacy-minded marketers to offer consumers the opportunity to remove their names from mailing lists that are sold to other companies. Consumers may get their names removed by writing to Mail Preference Service, c/o DMA, P.O. Box 9008, Farmingdale, N.Y., 11735-9008.

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