NBC unit ups Radice, Vescera


Veteran NBC Agency executives Frank Radice and Jim Vescera have been elevated to executive vps at NBC's promotional arm.

Radice has been named executive vp East Coast, while Vescera has been appointed executive vp on-air advertising at the NBC Agency.

The promotions come four months after NBC Agency president and creative director Vince Manze moved to NBC's programming side as president of program planning, scheduling and strategy. Key executives within the NBC Agency had been expected to take on more responsibilities in the wake of Manze's departure.

Radice and Vescera report to John Miller, chief marketing officer of NBC Universal TV Group and president of the NBC Agency.

"Together, the creative vision shared by Jim and Frank have helped shape NBC's promotional efforts that have made the NBC Agency the gold standard of the industry," Miller said. "These promotions are well-deserved and will expand the leadership roles of these talented executives."

Radice, who will remain based in New York, will continue to shepherd promotion of NBC's New York-based programs with an emphasis on all marketing for NBC News and MSNBC as well as continue to be involved in digital initiatives.

Vescera, who will be stationed in Burbank, will take on a broader role, overseeing all aspects of on-air advertising for the NBC Agency. He also will supervise the on-air promotion for NBC Entertainment and the electronic publicity group as well as the special-projects team of the NBC Agency, which creates campaigns and materials for all divisions of the NBC Universal Group.

Vescera also will play a significant role in promoting the Beijing 2008 Summer Olympics as well as branding efforts for NBC.

For the past nine years, Vescera was senior vp on-air advertising at the NBC Agency, where he oversaw all on-air and digital promotion for NBC Entertainment programming as well as promotional campaigns for other NBC Uni outlets, including CNBC, NBC Universal Distribution & Syndication, Sleuth, Universal HD, MSNBC, Telemundo, NBC Universal Home Video as well as the Olympics.

Vescera began working at NBC in 1986 as a freelance promotion writer-producer. He rose through the ranks to vp on-air promotion, overseeing the promotion of all movies, specials, dramas and the comedies of NBC's "Must-See TV" lineup.

After a 1996-98 stint at ABC, where he guided the successful launches of "Dharma & Greg" and "The Practice" and branded the network with the "TV Is Good/Yellow," Vescera returned to NBC as senior vp on-air advertising at the NBC Agency.

Radice most recently was senior vp advertising and promotion at the NBC Agency in New York. He was vp advertising and promotion at NBC Entertainment, where he was responsible for promoting such programs as NBC News productions, "Saturday Night Live," "Late Night With Conan O'Brien" and "Last Call With Carson Daly."

Additionally, Radice was involved in the deals to bring MSNBC to XM Satellite radio and to simulcast the "Today Summer Concert Series" on the Westwood One radio network. He also worked on the NBC/Telemundo transition team and was the executive in charge of advertising and promoting the launch of MSNBC.