-By T.L. Stanley, Brandweek

NEW YORK One of Hollywood's most powerful talent agencies, International Creative Management, has reaffirmed its commitment to matching stars with brands by hiring marketing veteran Carol Goll to head its global branded entertainment division.

A former Mercedes-Benz USA marketing exec, Goll will take over a department that launched several years ago under Lori Sale, who left ICM in March to head up an artist marketing group at talent agency Paradigm.

Under Sale, a longtime marketing and promotions maven, the ICM division worked on behalf of clients like Ellen DeGeneres, Beyonce, Sharon Stone, Samuel L. Jackson and Kathy Bates, and with marketers such as Revlon, Cadillac, DirecTV and American Express.

Goll will take over a six-agent team to which she has added Andrew Francis, who has forged marketing partnerships around Nascar events at the International Speedway Corp.'s Auto Club Speedway. The division focuses on finding endorsements and branded entertainment opportunities for clients; this includes film, TV, live events and publishing.

During her 13 years at Mercedes-Benz, Goll has shepherded alliances with the Ritz-Carlton, Saks Fifth Avenue and "Fashion Week," taking the brand outside its traditional car category and putting it in league with other luxury lifestyle marketers. Goll's entertainment resume also includes a stint at cable channel Fuse TV. She will be based at ICM's Los Angeles headquarters.