NEW YORK — NBC’s John Miller and Vince Manze have formed the NBC Agency, a full-service advertising agency that will handle all NBC-owned properties, the company announced Monday.

Miller, president of advertising and promotion, and Manze, executive VP of advertising and promotion, have previously focused their creative efforts on the entertainment, news, sports and corporate divisions at NBC.

They will now expand their duties to include properties that NBC has full ownership or partial equity interest in, such as Snap.com, CNBC and CNBC.com, MSNBC and MSNBC.com and any further company-owned businesses.

The NBC Agency will be involved in campaigns for the company’s international marketing arm and direct response initiatives as NBC Enterprises.

‘Effective and efficient’

The creative team has been doing work for Snap.com, CNBC.com and MSNBC over the past year. “We were growing into the process anyway, but formalizing it allows us to be more effective and efficient,” Miller said. “The fact that we control over $1 billion in air time will make us one of the largest agencies in the business and our centralized structure allows us to move quickly across multiple platforms.”

At the moment, the Agency is not officially signed on to work for Pax, but Miller said that could change if NBC ever takes a controlling interest in the net. “Right now, we have a very informal relationship with them,” he said.

With Miller and Manze at the helm, the NBC Agency will function similarly to the structure of outside ad agencies.

Manze will serve as senior creative director and four in-house execs will assume roles as team leaders. Jim Vescera will become head of advertising and on-air promotion. Jenness Brewer will run the print ad and digital design unit. Vivi Zigler will head the account and media services group and Frank Radice will head up East Coast operations. The new agency will add media, account and creative personnel shortly.

Miller doubts that CBS and ABC will follow in NBC’s path and create their own in-house ad agencies. “The other networks are part of bigger conglomerates. I doubt that ABC would do promotion for Disney, for instance. For us, this makes sense,” he said.