In assuming Dell's top communications role, Andy Lark returns to the Fortune 500 corporate environment where he made his name. Dell is in the midst of massive change from a messaging and environmental standpoint and is now reviewing its firms, putting Lark in the position to truly affect its direction. A new-media and traditional PR expert, Lark has shepherded Fortune500s and startups. He previously served as VP of worldwide marketing and communications at Sun Microsystems, before becoming CMO at LogLogic. Known for his blunt opinions about PR, innovation, and social media's efficacy, Lark is a well-respected source for understanding the complex tech-marketing environment. His own personal innovation can be found at his consultancy, Group Lark, which has done work for Southwest Airlines, Entrust, and Palamida.