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Ray Clark spent several years with sports marketing agency ProServ before starting his own shop in 1993, combining athlete representation with promotion development and execution. As general manager of the Marketing Arm in Dallas, Mr. Clark oversees 18 full-time staffers who handle Nokia's college football promotions surrounding the Sugar Bowl, and recently created regional TV commercials for Ameritech Cellular starring the NBA's Bulls star Scottie Pippen.

Age: 33

Coup: Establishing the value of athletes' commercial appearances. We've priced more than 250 athlete appearances for TV spots or marketing efforts and now we're the unofficial industry source.

Opinion: Ad agencies want to do sports marketing, but virtually none are actually skilled in it. Sports marketing remains a separate discipline. We will never do general marketing advertising, and ad agencies will never do sports marketing well.

Tip: Use athletes to capture attention, but sell the product with your own message. Too many athletes have appeared mechanical and insincere in product testimonials and consumers are jaded.

Insight: There are untapped opportunities for specialists to execute promotions and TV spots without threatening relationships between traditional agencies and marketers.

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