Been there, done that; Bell left Excite for Upromise to 'make a difference'.(Brief Article)

Advertising Age, July, 2001 by Beardi, Cara

George Bell has written and produced four Emmy-winning documentaries, overseen editorial and business objectives of eight Times Mirror magazines, launched the publisher's cable channel Outdoor Life and navigated a dot-com's ups and downs as chairman-CEO of Excite@Home.

It's been a full career for Mr. Bell, who, at 44, could certainly retire comfortably. But he's onto his next venture. Last month, Mr. Bell took the helm as CEO of Upromise, the college-savings loyalty network developed by Digitas founder Michael Bronner that launched in April with big-name sponsors including AT&T Corp., Coca-Cola Co., General Motors Corp. and McDonald's Corp.

``I didn't come to work for another company,'' Mr. Bell said. ``I could have done that anywhere, and I don't...

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