Exec to jumpstart NBC Sports Agency

Former NBC marketing topper John Miller looks like one of the hardest-working retirees in showbiz.

Miller, who in June exited as NBC marketing topper after nearly 30 years at the Peacock, is shifting gears to create and head the NBC Sports Agency, pending the completion of the NBC Universal-Comcast merger.

The new venture will emulate the NBC Agency — co-founded by Miller in 1999 and led by him through last year — in its focus on marketing, in this case featuring assets from the NBC Sports Group that will include integrated Comcast properties.

The NBC Sports Agency will also be the production center for campaigns that NBC Sports generates for partners (such as the NFL, NHL and United States Olympic Committee) and advertisers including Proctor & Gamble, Anheuser-Busch, Mercedes, Target, Sears, Coors, DirecTV and Papa John’s.

Miller will remain chairman of the NBC U Marketing Council. He will also co-ordinate network crosspromotional efforts.

“John Miller has become one of the most legendary figures in television promotion and marketing,” said NBC Universal sports and Olympics chairman Dick Ebersol. “In a business where people often talk about synergy yet rarely achieve it, John … has demonstrated to all of us how we can come together for the betterment of all.

“NBC Sports’ big-event strategy … is predicated on this marketing strategy. And now John will be masterminding that coordination for NBC Sports, as well as creating campaigns for our partners and advertisers.””

Miller, whose resume includes the creation of NBC’s “Must See TV” campaign, held the title of NBC Universal Television Group chief marketing officer from 2004-10. Last summer, he transitioned to work on the NBCU-Comcast integration.

“I’m thrilled to be shifting my focus to the NBC Sports Group and working with Dick Ebersol’s team,” said Miller. “‘The NBC Sports Agency’ will take advantage of the full creative support of NBC Sports, Versus, Golf Channel and the RSNs to create campaigns not only for the individual channels, but also for the NBC Sports Group partners and advertisers.”

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