By Michael Mark, Creative Director/CEO  @NYCA

I am not pissed at Tiger.  

I didn’t invest hundreds of millions in him like TAG Heuer, Nike, Accenture, Gatorade and Gillette. 

I didn’t even buy his clubs or red shirts. 

I did buy into his supernatural, god-like ability to play the game I am completely dedicated to. And he has not let me down. He’s an athlete, I’m a fan. We have our roles. He hits amazing shots, I cheer. Deal. 

Some say he let down golf.  He didn’t. Contrary to what his late father proclaimed, Tiger is not bigger than the game. I suppose this is proof. Golf doesn’t cheat.

I don’t think he screwed golfers either – well, only if those girls played golf. 

So why is everyone so upset? 

Because with Tiger – unlike Jordan and Kobe and all the other athletes who’ve done the same thing – it’s different. Was from the start.  

His first Nike commercial when Tiger joined the brand set it all up. It said, in the first person, “Hello world, there are still courses I can not play because of the color of my skin.” 

He made it about more than athletic prowess. Tiger was standing up not as a golfer but as a representative of his race. He wanted fairness, equality, outside the game. Fair enough. 

There was the even more famous ad that followed, showing kids of all nationalities on the course, repeating the phrase: “I am Tiger Woods.” 

This was more than an equipment ad because Tiger was more than just a golfer. Golfers didn’t just want to play with what he played, or play like him (remember Michael Jordan’s “I want to be like Mike” campaign from the same advertiser). They wanted to be him. 

But now we see who he is, the personal side of him, and we are repulsed because we thought we knew him so well through millions of stories, videos, interviews read, shared, and commented on, that we wanted to be him. To the kids, he was them. Maybe he was the best of all of us. So when he sunk low, he brought us with him. 

We can’t trust our politicians. They lie.

Or our corporations. They cheat us out of our 401K. 

Or our banks. They sell us loans we can’t repay. 

Or our clergy. They touch boys. 

And now we can’t trust Tiger Woods.  

So who can we turn to? 

Ourselves. Oh boy, we can’t adopt another’s morality, character, integrity? We can’t be what we thought Tiger Woods was? Nope. Get up and look yourself in the soul and ask, “Are you Tiger Woods? Or are you more? Are you you?” It’s okay, you can say yes, you won’t be cheating on him. Tiger’s transgression changed his relationship with the world: his advertisers, his kids, his wife, and us. And, in part, that’s a good thing because it teaches us to be our own heroes. 

It’s fine to want to bomb 360 yard drives with a Major on the line. It’s fair to covet his golf abilities. And it’s also good to know who you are admiring and why. You owe that to yourself.  Tiger Woods has been someone very special to millions around the world. He’s done some wonderful things outside golf – his foundation that helps so many children is one. And, yes, he has been caught cheating on his family. Some will one day forgive him.  I think that’s a good thing. 

The truth is, even if we do forgive him, he’s not Tiger Woods any more. He’s just the world’s best golfer.

By Michael Mark, Creative Director/CEO @NYCA 

In this world you got to use what you got. 

He thumped and whomped his two suitcases – a Samsonite floorbase and a tom-tom that had long lost its logo. His drumsticks worked every inch of a snare drum made from a transmission oil can with thick strips of black tape in the pattern of a Union Jack.  “Yeah, well, we’re Americans. Americans,” he spoke with the syncopation of a drummer who hears the beat even when he sleeps. He was jamming on a Sunday afternoon for the flip-flop crowd’s dollars. 

The rest of the drum set is comprised of a tin prison-type coffee cup and a cymbal that was formerly a garbage can. 

“Been playing these since I joined up with him six month ago.” “Him” is the coughing-croaking lead singer and steel guitar picker in the cool-daddy sunglasses. “This guitar cost me $50, parts from the junk yard, better sound than my Gibson which I have but why would I play it?” 

They were playing, answering questions about their instruments and collecting crumpled bucks from the breezy strollers at the farmer’s market. 

This wasn’t a musical performance as much as it was a study in innovation. “Lost most of what I had since the downturn in the economy,” Said the ski-capped drummer, smiling a victim’s smile of acceptance. “The economy broke into my room, took my stuff. I lost the IOU.” It was likely a gimmick but I was buying.

They made their instruments from scraps and played them for all they were worth. 

The recession may have found its troubadours. 

“I heard it’s a cruel world – I don’t buy it. The world is and we are. No meanness,”   he who is known as “Him” side-talked at me while nodding to a dollar dropper. 

“Let’s play another. I think we should play another.” The drummer tapped – more like twitched — on his garbage can. And then they broke into, “Before you accuse me, take a look at yourself,” by Clapton. 

Were they good? Is that really the question? They upped the game from rhythm and acumen to resourcefulness and drama. They gave us a clue on survival, a ‘we’re-all-in-this-together’ nod of community, and showed their invention. They told a story of gumption and vision. Where some see junk others hear music. And where there’s music there’s bound to be some crumpled bills looking for a new home. That’s branding – something more than the usual song and dance to relate to, be better by.  These guys gave me a reason to stick around, to take a picture, to be involved and for that they have a brand advocate. All for replacing a drum with a broken suitcase – because they created a story that engaged me and brought my attention to what could be.  Thanks luggage drummer dude! 

And so I, and I’m sure many others, will pay for some of that. I dropped a dollar in the only suitcase that wasn’t a drum and then I applauded — me and a kid in diapers who’d been twirling enough to tell anyone he agreed with Him. If it’s a cruel world, he too, wasn’t going to let it get in the way of music.

By Michael Mark, Creative Director & CEO @ NYCA

The first question I ask all NYCA candidates in all departments is this question, right after what they are passionate about. Makes for a good conversation and lets them know two things: that they are responsible for being creative and the answer “something cool” will get them a job next door. Not here.

For us the answer is simple. Not easy mind you. It’s what the agency is built on.

We create growth in the marketplace. So any idea or execution that is powerful enough to help that to happen is creative.  It’s not about pretty pictures, not about engagement, or the plan, or the insight or even if we like it or the client thinks it great. All those are roads to getting to the destination for sure. But it’s about the growth.

Now much as we think and sweat over them not every idea is what we call a grow! idea. The odds are stacked against each one as it struggles for life. Compassionate as we are with each other – you have to be if you’re going to be so tough on ideas – we are merciless when it comes to a grow! idea. 

Here’s a check list to see if you have the makings of one:

To be grow! work it must be powered by a message that is highly relevant to the target.

It must be true to the core values of the brand/product/service.

It must be executionally inspired.

If you get all yeses you have a well intentioned grow! idea. And once it performs dramatically well in the marketplace then you have creative. 

Simple. Impossible. It’s what we do.

By Michael Mark, Creative Director & CEO @NYCA 

I had my doubts but I’ve come to believe I am a good businessman.  I have no formal business education, no MBA.  I haven’t endured a single course in accounting or management.  I have trouble with spreadsheets; actually they bore me. Math and I are allergic to each other.  I have the title CEO but I don’t pore over the stock pages.  I feel less than at ease with the corporate set when I try to be one of them.  I don’t care about the cost per square foot of our offices.  I do realize it’s important but it doesn’t touch me.  I don’t get emotionally involved with leases – though the fact that they have my personal guarantee does make me wince randomly.  I do care greatly about health care as that is taking care of my staff and their families.

 By all traditional measures, we are a successful enterprise. We have grown most of the seven years we have been up and running, with some natural dips and spurts along the way.  My success metrics – they call them KPIs these days — are based on customer satisfaction, employee quality, a thriving culture, profitability and a consistently excellent product. 

But I don’t really run the business. Values run my business.  And they have been the reason for getting us where we are today.  And as the chairman, I elect them to the board each annual session.

We value integrity – doing what we say every single time.  We value honesty – the truth must be told loudly.  We value compromise and flexibility – people need to make room for each other; you get more ideas and have more comfortable days that way.  We value acceptance – we celebrate the mutant idea and mutants in general.  I just have to make an NYCA t-shirt with that on it one day.  We value the grow! idea – the rare idea that is inspired enough to positively move a client’s business in the marketplace.  We value openness, transparency – let all see all; truly, my door is always open and I hope our hearts and minds are just as wide.  We value the present and the future – that’s why we launched the Learning Grove, which teaches grade schooler’s sustainability.  We value courage – we’re brave enough to tame our egos and determined enough to take on the demon of convention. We have value flexibility so, as Dylan says, we “have a strong foundation when the winds of changes shift.” 

I was told, “You won’t be good in business, Michael, because you’re not competent in the intricacies of running a business.”  It scared me so I went to learn as much as I could.

My teachers are many and are always working on me. 

I learned fairness from Rabbis and Priests with whom I studied.  I learned love from my family; I got a graduate degree from my grandmothers. Generosity came from lessons by my friends.  My wife teaches me patience, though we agree I am a slower learner and need to wear the dunce cap often.   My staff teaches me forgiveness – they forgive me every day.  My clients school me on listening – hearing the message between the words, around gestures, inside the pauses.  My competition teaches me perseverance.  My dog gives me daily lessons in loyalty during our long walks.  My garden teaches me about hope in the face of darkness and cold.  My heroes in history show me how to stare down fear, and travel shows me there are miracles everywhere.  My children teach me humility.  My partners teach me trust.  My reading teaches me that I am never alone, that I will never get it perfect and that there’s always another page to learn from.

My business education is classroomless, deep and broad, and I am indebted to all my great teachers as I continue to be a student. 

I am still earning my MV, Masters of Values.

By Michael Mark, Creative Director & CEO @nyca

What does a Creative Director do? 

I know Director isn’t Dictator but it’s my experience that one can misinterpret that title.

It can become all about you.

I like a title that is more appropriate for the job. 

Like Creative Conduit.

A Creative Conduit uses his or her talents, sensibilities and experience as a bridge.

Between words and pictures.

Between strategy and execution.

Between good ideas and great ones.

Between consumer and brand.

Between vendors and agency.

Between agency and client.

Between creatives and other departments. 

Creative Director is about the creative. Creative Conduit is about bridging creatively.

It’s a promotion. Not self-promotion. 

Still, Conduit doesn’t sound as cool as Director. I’ll ask the agency to come up with a better word. In my job, I can do that.

By Michael Mark, creative director & CEO @ nyca

I notice that when I take my glasses off I see more clearly. 

Due to my 200/250 vision, without the lenses I need to get much closer to the object in question and  use my other senses to decipher the contents. I will touch it not just to hold it but to receive it through feel, giving me a new perspective, enriching my understanding. And then, when I lean nearer, I will take in the smell, more information, deeper learning. 

Lenses, it seems, both enhance and detract from my naturally limited sight. The wide vista between seeing and attention.

With my glasses set aside on my nightstand, the data comes in from all portals, including sound and taste. Careful on this one. It’s best to know the general makeup of the object before ingestion but my mother’s fish pie is even tastier in the misshapen haze of nearsightedness than under the clinical light of her kitchen. 

When the familiar becomes foreign I instantly see them fresh. It’s a reintroduction and, if I can put my knowledge aside along with my glasses, then I can truly know it again, for the first time.

The opportunity to see things for what they are, not what I knew them to be, works on people, pets, even brands. It’s good for the health of the relationship, wiping out the crud of the past and promoting forgiveness, understanding, love, or at least, acceptance.

I have tried this in the morning, still wobbly with dream to meet the Michael I am that day. Lopsided before the mirror, I lean forehead to forehead with my reflection, and tell myself I look pretty good, lost weight, grown some hair since last I saw me.

I have had glasses on my face for 40 years, every day, every waking hour, traveled around the world, lived with a woman for 30 years in them, raised our kids, written books, ran and started businesses, saw presidents in them.

Amazing to think what I have missed.

by Michelle Edelman, President  @ nyca.com

NYCA is absolutely abuzz right now with work. For new clients and old, and a slew of new prospects. Not surprising, the best work in the agency is for products that are easy to believe in.

Why do people believe in brands or products? Market leadership, killer features, fresh consumer insights, inspiring design – I’m sure you can think of more. These are the reasons NYCAers get excited about their clients as well. But there’s something else within our walls too. 

Not all brands are the market leader. Not all products are best of breed. Sometimes the reasons consumers should care about a product is not obvious. Sometimes the communications themselves are what make a brand great. 

The truth of NYCA is that we don’t just sell what we love. We love what we sell. Our own quest to find passion within our assignments brings out new reasons for consumers to buy. We don’t stop till we find that property of value – that thing that’s worth a consumers time and attention – proving our clients’ products are worth the money spent – that’s what pushes us harder.

In that way, we’re more like part of the sales force. We know that every minute, we have to earn the consumer’s dollar. We know that each sale is earned and not to be taken for granted. Metrics tell us that a current customer is up to 8 times easier to sell than a new customer. We approach our thinking believing everyone’s a tough sell. And that’s why it helps to love what we sell. There’s a “never let up” mentality to our work – and that’s a key ingredient in why we have grown every one of our clients.

By Michael Mark, creative director/ceo @nyca 

Something happy and simple – catchy and upbeat. One that drives you crazy ‘cause it stays in your step after you’ve put your tired feet up.

The world needs hope in the face of reality, and jingles are sweet and sticky and mindless enough to melt the rigid walls of this moment to let us see possibility. Because on the outside they are silly, sunny and self-admittedly stupid. But beneath the sugar coating — if it’s a good, hard-working jingle — is a targeted selling message that plays again and again in your inner buyer’s ear. And the frequency mixes with the beat and makes you move, tickles your wiggle, the whimsy gives you a shimmy in the direction that it strategically intended. It controls you. 

It’s not sneaky as much as it is cajoling. And who here, after being bombarded by the blogs, searching the job sites, chatting with friends, listening to the radio, watching their 401k disappear, couldn’t use a peppy bit of cajoling? 

The economy needs a three trillion dollar stimulus package and the world needs a 90 second ditty. 

Oh, I know it’s not cool to do jingles in advertising any more – but cool won’t get us out of this. We need a syrupy, incessant hook to get our entrepreneurial juices going. And while we’re at it – gimme some cowbell. 

Let the music mavens begin. Let the chirpy voices rise. Let the grade school rhyme schemes be heard and winced to. 

And let iTunes make it a free download to pick us all up.

For Immediate Release:

Innovative interactive feature equips users for some of the world’s toughest courses.

Reflecting adidasGolf’s unique philosophy that golfers are athletes, as well as its mission to create equipment for the body, NYCA has created a website for the performance-focused company that gives users the opportunity to interact with the footwear and apparel, be inspired by a fitness regime specially designed for golfers and enhance their own golf game.

The site, www.adidasgolf.com, centers around the idea of “Suit up,” a battle cry born of the idea that when one puts on their golf clothing it should look great but be more than fashion – it must get them mentally and physically prepared to take on the challenges of the game. The technology part of the site goes into detail about the innovations that adidasGolf brings to the golfer.

In the unique, interactive “Suit Up” section, golfers are – for the first time ever – able to change the weather at some of the world’s most challenging golf courses, including Royal Birkdale and Whistling Straits, and learn how to conquer the elements with equipment suggestions for those specific conditions.

The “Suit Up” mantra also applies to the golfer’s mind, body and spirit, and adidasGolf.com features a golf-specific “Conditioning” section which includes a workout regimen, as well as sections devoted to nutrition and mindset, where golfers are encouraged to approach the sport with an athletic philosophy.  Because of its leadership in emphasizing the importance of fitness and mindset, adidasGolf has the support of Core Performance and Mark Verstegen, one of the top sports fitness trainers, contributing content based around this philosophy.

“Every piece of adidasGolf equipment is created to enhance the performance of the golfer,” says John Kawaja, Executive Vice President/General Manager of adidasGolf. “The new site dramatizes the philosophy, the innovation and the benefits of our mission with a total dedication to bringing the athlete closer to the sport.”

According to Michael Mark, creative director/CEO at NYCA, “From the idea to the design, everything about adidasgolf.com is about athleticism and performance. It’s an authentic connection between the game, the golfer and apparel and footwear that are so technically superior they perform for the golfer the way true equipment should.”

NYCA, a full-service advertising agency, opened its doors and arms to the world in March 2002. Clients include TaylorMade Adidas Golf Worldwide, Rossa Putters, Maxfli Golf, ViewSonic Corp., The San Diego Union-Tribune, SignOnSanDiego.com, The EastLake Company, Kyocera Wireless, EnDev (Stingaree, Side Bar, The Witherby, Ciro’s, Bar West), San Diego Convention and Visitors Bureau, New Dental Choice, Duramed FUTURES Tour and others. The 38 remarkable NYCAers work on the beaches of Encinitas, California. Lucky, huh? Log on to www.nyca.com to learn more.

By Michael Mark, creative director & CEO @ NYCA

I believe this is the first headline I wrote for any client at NYCA, some seven years ago. It was for a company called HNC that four months later got bought by Fair Isaacs. And it is one of my favorite lines because it is true and I’ve used it to help run our company.

Doubt causes second-guessing, fear, discontent and slowness and that is death for a company. We have to be brave to be creative. We have to believe that we are going to make nothing into something and good into great. 

Doubt undermines that boldness. Adversity is often real but it always needs to be turned into opportunity.

The best way to deal with uncertainty, I have found, not being the smartest guy, is a steadfast commitment to values and principles. Knowing what you believe to be true at its core and acting on it with complete discipline stares down creeping doubt. Clinging to those values gets you through the cloudy place that doubt leaves you to muck through. Principles are tools that help you see beyond what appears to be a wall and it opens roads on which to break speed records, as well as do some sightseeing. 

One night I sat down to jot down some thoughts and when I got up I had written 64 expectations for our agency. Each statement is something that I believe in deeply. I give the booklet out to each new NYCAer at our one-on-one orientation. It helps guide us all. Here are a few Seeds: 

 ”grow! work is powered by a message that is highly engaging to the target, is true to the core values of the brand/product/service and is exceptionally inspired so it performs dramatically well in the marketplace.” 

This is our purpose. If you are unclear as what to do, do this.  

“We are a team. Wonderful as we are as individual talents, we are more powerful as a team.”  This is about how we do what we do.”

“Take your good ideas and sweat them, prod them, tough-love them, tickle them into grow! ideas.”  This is about work ethic and believing the extra effort is always worth it, so when you think maybe it can be better, it can be. Go at it again.

Our belief system speeds us past doubt right into action.