On a Roll

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Agency veteran Richard Lobel, 39, joined SFX Entertainment, New York, in September as senior VP-marketing after serving for a year as director of global advertising for Calvin Klein's in-house agency CRK Advertising. Last week, Clear Channel Communications agreed to buy SFX for $3.3 billion. SFX operates 120 entertainment venues with national sponsorships including Levi Strauss & Co. and Wrenchead.com, claiming to reach 60 million consumers annually.

Mission: Opening marketers' eyes to using entertainment as a new advertising medium, integrating brands into experiences and creating multidimensional contact points between brands and consumers.

Opinion: Traditional advertising has changed before our eyes. The consumer is calling the shots. Effective brand communications have become two-way, with consumers actually helping shape the brand.

Insight: More people want to experience live entertainment to escape the digital world. The entertainment industry is no longer fractured and ad hoc; it's rapidly becoming a strategic, national medium that can be packaged around advertisers' needs.

Final comment: It's not about the Internet, it's about the experience.

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