NFL NAMES FORMER GM EXEC TO LEAD MARKETING EFFORTS

Move Comes in Wake of Super Bowl Fiasco

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DETROIT (AdAge.com) -- The National Football League will name Phil Guarascio, General Motors Corp.'s former advertising and media czar, to head its marketing,
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sales and advertising divisions, the league said.

A formal announcement and an official title are forthcoming.

Mr. Guarascio replaces John Collins, the league's senior vice president of marketing and sales, who resigned last month to become president of the Cleveland Browns. Mr. Guarascio has been an independent adviser to the NFL since his 2000 retirement from GM.

Mr. Guarascio, 61, was GM's vice president for corporate advertising and marketing for 14 years. He is credited with consolidating media buying at the company, bringing more focus to advertising and inking broad, long-term media deals.

Super Bowl show fiasco
Mr. Guarascio's appointment, and Mr. Collins' resignation, come in the wake of the Super Bowl halftime fiasco in which singer Janet Jackson's right breast was revealed to what is annually the largest TV-viewing audience.

The NFL has said it will no longer work with Viacom's MTV, which produced the Super Bowl halftime show. The league has also canceled the concert portion of its 2-year-old NFL Kickoff Live, a marketing venture designed by Mr. Collins in which the season-opening game each September was moved to a stand-alone date on a Thursday night and was preceded by a concert.

Marketing events
In 2002, Bon Jovi performed in New York's Times Square. Last year, Britney Spears appeared on the National Mall in Washington and PepsiCo introduced its newest flavor by making Pepsi Vanilla the presenting sponsor of the one-hour concert. Ford Motor Co. used the game to launch a $100 million campaign for the 2004 F-150 truck.

The league has also been talking to event production companies about how to repackage the Super Bowl's halftime show.

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