SBJ/January 24 - 30, 2005/This Weeks Issue

Lauletta to join Radiate Sports

Steve Lauletta, Miller Brewing’s longtime sports marketing chief, will join The Radiate Group as president of The Radiate Sports Group, effective Feb. 14.

Lauletta
Lauletta will become the first president of the group, which encompasses 11 wholly owned and strategic-partner companies with sports-marketing expertise. Overall, The Radiate Group includes 30 companies; sports is one of six subgroups, three of which now have presidents. The others are looking to move in that direction, said Steve Groth, president of The Radiate Group.

Groth said the sports group is actively pursuing more acquisitions and partnerships, and Lauletta’s job will involve identifying appropriate companies and adding cohesiveness to the whole group.

“[Lauletta] has 11 years on the brand side, and we were looking for someone with that kind of experience, who has dealt with leagues and properties and has a complete understanding of integrated sports solutions,” Groth said. “Plus, he has a great knowledge of other agencies, for competition or growth opportunities.”

The Radiate Group is under the Omnicom corporate umbrella, and includes GMR Marketing, Miller’s longtime sports agency of record. Other owned or allied companies are SportsMark (sports events and hospitality), Peter Jacobsen Productions (golf), Thompson Marketing and Access Marketing and Communications.

Lauletta came to Miller as manager of sports marketing from the agency Wunderman Cato Johnson. His replacement has not been named.

The Radiate Group is headquartered in Boca Raton, Fla., but Lauletta will relocate to Radiate’s office in Charlotte from his Milwaukee home. He said he chose Charlotte for the growth potential in Radiate’s NASCAR business, to increase its East Coast presence, and for personal reasons.

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