AD AGENCY EXEC CAUTIONS AGAINST RELYING ON ATHLETE ENDORSERS

          Guest Columnist Brett Shevack, CEO of Partners &
     Shevack, NY, wrote an op-ed on the declining value of
     athletes as product endorsers in Sunday's N.Y. DAILY NEWS. 
     Shevack: "Unless a company can form a credible link with a
     superbly unique athlete -- like Nike has done with Michael
     Jordan and Tiger Woods -- and execute it from product to
     consumer, it would be well advised to spend its money in
     defining the meaning of the brand.  Smart marketers know
     they need to let the brand 'speak.'"  With the athletic
     marketplace "so oversaturated," companies have difficultly
     distinguishing themselves and "need to regain their own
     brand of specialty and stop trying to be all things to all
     people.  The folks at New Balance know this.  They have
     grown steadily by maintaining a very strong focus, without
     spending huge sums on athletic endorsements."  Shevack's
     advice on marketing spending: "The answer lies in strong
     branding through compelling advertising" (DAILY NEWS, 8/9).