ON A ROLL: JIM ERLICK

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Jim Erlick spent 14 years with General Foods Corp., Seagram Wine Co., then American Express Co., before going solo in 1993. He connects entertainment properties like Broadway's "Sunset Boulevard" with sponsors including Trans World Airlines and MasterCard.

Age: 41

Title: president, J.M. Erlick Inc., New York

Tip: Success lies in execution and details.

Overlooked opportunity: Tie-ins to theater, live drama.

Hot: Promotions taking consumers behind the scenes.

Avoid: Linking with cutting-edge artists, unproven properties.

Peeve: Agents who overpromise and don't deliver.

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