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Carmelo hires N.Y. agency to aid image

By James Paton, Rocky Mountain News (Contact)

Published July 8, 2008 at 10:46 a.m.
Updated July 8, 2008 at 9:43 p.m.

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Denver Nuggets star Carmelo Anthony holds court at his basketball camp for children at the Gold Crown Field House in Lakewood. Anthony has hired a company to handle marketing and publicity, saying it was "time for change."

Photo by Barry Gutierrez / The Rocky

Denver Nuggets star Carmelo Anthony holds court at his basketball camp for children at the Gold Crown Field House in Lakewood. Anthony has hired a company to handle marketing and publicity, saying it was "time for change."

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Carmelo Anthony has added a new member to his team of business advisers, hoping to raise his profile off the basketball court and improve his image.

The Denver Nuggets star, whose past mistakes have limited his appeal, has hired a New York company, The Agency, to handle marketing and publicity.

Anthony has made a number of changes to revamp his promotional efforts, starting with decisions earlier this year to split up with his marketing team at BDA Sports, the California firm led by Bill Duffy, and to hire a public relations agency, Tease Marketing.

"I thought it was a time for change," Anthony told the Rocky on Tuesday at his basketball camp for children in Lakewood. "At some point in everyone's career there's a time for change. I wanted to take some initiative and control of my own situation."

Anthony said he met with executives of The Agency, formed by Peter Raskin, Russ Spielman, Jordan Bazant and Andrew Witlieb, on a recent trip to Baltimore.

Anthony's bid to establish a bigger brand name for himself has been hurt by a string of missteps - including a recent plea of guilty to a reduced charge of driving while ability-impaired - and the Nuggets' failure to find success in the NBA playoffs.

"I want to get back to where I was," Anthony said at the basketball camp in the Gold Crown Field House. "That's my main thing. Doing a lot of positive things like this."

In addition to hiring The Agency and Tease, Anthony recently tapped Maroon PR in Baltimore to help promote his foundation.

The Agency, whose clients include Reggie Bush of the New Orleans Saints, Osi Umenyiora of the New York Giants and broadcaster Joe Buck, seeks to capitalize on Anthony's appearance at the upcoming Olympics.

The company has experience dealing with controversial figures. Its Web site said it has represented Isiah Thomas, who was fired as New York Knicks coach after a miserable season, a sexual harassment lawsuit and an avalanche of criticism from fans.

Anthony recently extended a contract with Nike's Jordan brand, agreeing to a roughly $60 million, seven-year deal. Other business arrangements include deals with Powerade and mStation, a maker of stereos for the iPod.

Sports marketing experts have noted that high-profile athletes have looked at LeBron James and have sought that kind of stature.

"I really feel comfortable with the direction I'm going and what they want to do," Anthony said.

Good company

* When Carmelo Anthony picked The Agency, a marketing firm in New York, to help secure sponsorships and marketing deals, he joined a select group of athletes and celebrities. Some of the sports marketing firm's other clients:

Comments

  • July 8, 2008

    11:23 a.m.

    Suggest removal

    Littleboyblue writes:

    He should've hired a charachter coach instead.

  • July 8, 2008

    11:40 a.m.

    Suggest removal

    AC writes:

    No, he should hire a chauffeur.

  • July 8, 2008

    11:42 a.m.

    Suggest removal

    farsidefan writes:

    Can they play defense ?

  • July 8, 2008

    noon

    Suggest removal

    reddog writes:

    I think he's more interested in his off court celebrity gig than playing good BB sort of "anything for a buck promo"

  • July 8, 2008

    12:37 p.m.

    Suggest removal

    gonugsgo writes:

    This is a big step for Carmelo's image.... good job

  • July 8, 2008

    12:38 p.m.

    Suggest removal

    nugz15 writes:

    Very solid off-the-court move for Carmelo. Hopefully this exposure can lead to greater success on the court too.

  • July 8, 2008

    1:04 p.m.

    Suggest removal

    Cowboy63 writes:

    First. Concentrate on winning something first before working on your "image".

    Second. Next time, keep your money in the town that pays your salary - your jersey says DENVER not NEW YORK.

  • July 8, 2008

    6:10 p.m.

    Suggest removal

    mrpoizun writes:

    What kind of parent would let their child anywhere near a guy who appeared in a video warning drug addicts they'd be killed if they snitched on dealers?

  • July 9, 2008

    8:55 a.m.

    Suggest removal

    gr8fuldude writes:

    Carmelo is a moron. He should actually concentrate on DOING good things, rahter than talking about good things. Public perception will follow.

    He would also be FAR better served by taking a speech and articulation class and dropping the ebonics routine.

  • July 9, 2008

    6:28 p.m.

    Suggest removal

    dcolon47 writes:

    He needs help with his PUNK A** GANSTA IMAGE