EVENTS & PROMOTIONS: ON A ROLL: GREG SHERRY

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Greg Sherry launched a public relations agency five years ago in Parsippany, N.J., specializing in events. The shop now boasts 24 staffers and clients including JanSport, Philip Morris USA, Miller Brewing Co., and M&M/Mars. Events publicized include the Marlboro Music Tour and Molson Ice Polar Beach Party.

Age: 41.

Title: founder and president, Sherry Group.

Opinion: Lots of event sponsors miss major publicity opportunities. Marketers should know better, but PR is still rarely maximized.

Edge: Creating publicity from the ground level up. We harness emerging and offbeat cable TV and magazine outlets, and pipelines to influential cultural groups, plus the obvious media channels.

Growth area: Individual sports like snowboarding and in-line skating and women's athletics. Think participation, not teams. Women now spend almost as much as men on sporting goods.

Tip: Think in terms of what the media need, not what you want.

Hot spot: Integrating sponsored events with live TV coverage, and combining

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