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ADVERTISING AGE UNVEILS FOURTH ANNUAL "MARKETING 100"

     ADVERTISING AGE's "Marketing 100" is a selection of people
who "stand for the very best in brand building." Those included
in this year's list from the world of sports business include:
     TRACY DOLGIN, Exec VP/Marketing for Fox Sports:  Dolgin is
recognized for his marketing strategy for their first year of NFL
coverage that combined traditional elements of football with a
healthy dose of "Fox's brashness."
     PAUL TAGLIABUE, NFL Commissioner:  Tagliabue presided as the
"emcee" and "chief organizer" of the NFL's season-long
celebration of its 75th anniversary.  He is recognized
specifically for the NFL Properties-created "throwbacks" category
which, according to Tagliabue, "connected across the board."
Tagliabue was the only sports commissioner to be selected on the
list.
     MAVA HEFFLER, VP/Dir of U.S. Promotions for MasterCard
International:  Heffler was recognized for promoting MasterCard's
corporate sponsorship of World Cup Soccer, the "biggest
sponsorship" ever undertaken by the company.
     DR. DANIEL COHEN, CNS Chair/CEO: Licensed by medical
equipment marketer CNS, Breathe Right nasal strips' sales were
"slow," until Cohen came up with an idea that "built the brand."
Cohen: "The idea was that if we could get it on football players'
noses, half of America would see it."
     ABBY KOHNSTAMM, IBM VP/Corp Marketing:  Kohnstamm is
responsible for consolidating IBM's sports marketing budget on a
few big events, such as the Olympics, where the company can
"showcase" technology.
     JOHN JAY, Sports Illustrated Associate Publisher of
Marketing:  Jay is recognized for instituting an innovative
integrated-marketing program which "refocused" SI from a magazine
to a brand -- with licensed products, videos and exposure on
network TV and the internet.
     BRIAN FRANCE, NASCAR VP/Marketing:  Under Brian France, the
popularity of stock car racing has "exploded."  NASCAR currently
has 23 primary sponsors including McDonald's, Procter & Gamble's
Tide, and Pepsi-Cola, which spend anywhere from $2M to $6M on
sponsorships.
     DON HAWK, President of Dale Earnhardt Inc.:  Hawk negotiates
the NASCAR driver's sponsorship and endorsement contracts and
licensing deals.  The financial empire approaches "Michael Jordan
proportions," with sales from more than 300 Earnhardt items
estimated at $50M last year.
     SHERYL SHADE, Licensing Consultant for Ken Burns'
"Baseball":  Shade was able to make Ken Burns' "Baseball" a
marketing "home run" despite MLB's labor problems by marketing
Ken Burns as a brand.  The focus on Burns helped "circumvent" fan
anger with the strike, and laid a foundation for future Burns
projects.
     JAN THOMPSON, VP/GM of the U.S. Golf Division of Wilson
Sporting Goods Co.:  Thompson is recognized for encouraging a
shift in focus to Wilson's core products, such as Pro Staff clubs
and balls.  She led the introduction of the Staff midsize golf
clubs, and is leading an approach to target beginner golfers.
     BRIAN MAXWELL, President of Powerfood:  Maxwell, who markets
PowerBar through his company, Powerfood, started by promoting
PowerBar directly to athletes at sporting events.  That led to
the sponsorship of more than 4,000 events a year including the
Boston and New York Marathons, the Footlocker Road Race of the
Month on ESPN, and the U.S. Olympics.
     JIM REMO, DirecTV Exec VP:  Remo is recognized for his
pioneering marketing during the '94 launch of DirecTV, which
included having SI "tout" its event packages.
     TOM ABRAMSON, Sega of America VP/Marketing:  Abramson for
helping Sega top the videogame market by making unexpected
product announcements and trying be the first with the "hottest
sports celebrities" and new technologies.
     PAUL CHELLGREN, Nokia Mobile Phones President:  For
"targeting everyman with unprecedented steps":  sponsoring the
Sugar Bowl and introducing the category to network TV.
     JIM HANCOCK, Marketing Dir for No Fear:  Their first Tv ads
were on the Super Bowl and Indy 500.  The strategy is to tie one
spot to a "high-profile event" and then "retire the spot.  Sounds
like niche ads, with an attitude."
     STEVE LYONS, General Marketing Manager at Ford Motor Co.'s
Ford Division:  For unseating the Dodge Caravan as the top-
selling minivan (ADVERTISING AGE, 6/26-7/23 issue).

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