Darryl Cobbin Was Coke's VP for Entertainment

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SAN FRANCISCO ( -- Coca-Cola North America's former vice president for entertainment, music and interactive, Darryl Cobbin, has joined cell phone marketer Boost Mobile as vice president of marketing, according to the company.

Mr. Cobbin replaces Steve Stanford, who left the company earlier this year, a Boost Mobile spokesman said.

Youth market phones
Headquartered in Irvine, Calif., Boost Mobile is a division of Nextel Communications. It specializes in cell phones and related services targeted at the youth market. Launched in California and Nevada, it has expanded into seven additional U.S. markets, covering the New York tri-state area; Philadelphia; Maryland/Virginia/District of Columbia; Florida, Texas; the Midwest region in Chicago, Indiana and Milwaukee; and Minneapolis.

The company, which markets products such as pay-as-you-go airtime cards in convenience and music stories, also offers downloadable ring tones in rock, rap, pop and Latin music; pinups from Maxim to be used wallpaper for cell phone screens; and a wide variety of sports, combat and casino digital games. Boost also has partnerships with Quicksilver, a clothing and accessories marketer whose products are popular with the surf, snowboard and skateboard culture.

'A natural fit'
Don Girskis, vice president and general manager of Boost Mobile, said in a statement he expects Mr. Cobbin's background in youth, sports and entertainment marketing "will make him a natural fit with our organization."

In August 2003, Boost's $50 million advertising account was awarded to WPP Group's Berlin Cameron/Red Cell of New York. The shop's first work consisted of print ads based on a continuing creative showing elderly people using teen jargon. The spokesman said he was uncertain when a new campaign from Berlin Cameron would break, and that there is no change in agency status at this time.

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