| FOR IMMEDIATE RELEASE CONTACT: Michael Mark :: 760.231.0333 :: mmark@nyca.com …………………………………………………………………………………………………………………………….. September 15, 2009 NYCA Invites Golfers to “Suit Up” on New Site for adidasGolf 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.
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June 15th, 2009
NYCA Proves “The Set is Dead” in New Campaign
In an industry where everyone is quick to take credit for inventing equipment like golf balls, drivers and even the tee, no one has ever tried to take credit for inventing the iron set.
“It was a convenient but lazy idea,” said Michael Mark, creative director/CEO of NYCA, which is launching the new “The Set is Dead” campaign for TaylorMade’s Burner Irons. “So TaylorMade decided to break the rules and create each Burner Iron individually to perform its own distinctive task. Our campaign takes on the category rather than the competition. This revolutionary decision has already made the Burner the best selling irons in golf because each club works harder for the golfer.”
NYCA’s print ad proclaims, “The Set is Dead,” and shows golfers why their old set is obsolete and why it’s time to replace it with irons that are specifically built for different jobs.
Continuing to go against tradition, the TV spot debuted on YouTube and was, in fact, the actual uncut test footage of six-time Majors winner Nick Faldo trying the Burners for the first time. Faldo’s first reaction to the new equipment was so raw, honest and persuasive, TaylorMade decided to put it on the air just as it was. The spot will now run on cable and network TV.
Other elements of “The Set is Dead” campaign include banner ads, POP, a microsite (http://www.taylormadegolf.com/#303S0) where golfers can review each club virtually and a promotion in which 2000 free Burner Irons were given away in record time.
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NYCA’s, The Learning Grove, gets featured on Advertising Age’s Website.
NYCA’s, The Learning Grove, gets featured on Advertising Age’s Website.
June 9th, 2009
NYCA, an Encinitas, Calif.-based agency, takes its “Grow!” mantra and uses it to help its community bloom; Michael 
Mark, CEO-creative director, tells how.
The idea for the Learning Grove was planted six years before we broke ground at Horton Elementary School in a low-income section of San Diego.
At NYCA, we have a mantra: “Grow!” It reminds us what we are here to do every day. After the 2003 wildfires, which burned hundreds of homes and forced the evacuation of thousands of people in San Diego, including our agency, we considered what that really means.
Our philosophy is that we grow our clients’ businesses with inspired ideas, but we must also help grow our community. So six weeks after the fire, we closed the agency for a day and all 32 of us planted hundreds of oak saplings in a forest that stood charred, with trunks and branches still looking shocked and emaciated as if caught in mid-stride, having failed to escape.
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Inside the Clubhouse 
May 1, 2009
“TaylorMade Golf’s new website is the golfer’s ultimate web hangout–and a brilliantly executed example of online community”, states Electronic Retailer Magazine. Read the full story here.
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NYCA Opens the Online Doors to The Clubhouse
For TaylorMade Golf
March 30, 2009
3-D Rendered Site is a First in Golf Category
We’ve reserved a Locker for you next to Sergio Garcia’s at the TaylorMade Clubhouse. Just sign up at clubhouse.taylormade.com, where the site is live for you now. Please note: This is an exclusive press link that will only work until the site launches to the public on March 2nd, at which time it can be accessed at www.taylormadegolf.com.
In golf, you’re either a low handicapper or a hacker, professional or amateur. You’re a member of a prestigious club or you play the munis.
On March 2nd, all that changes as TaylorMade Golf launches The Clubhouse at www.taylormadegolf.com.
Created by NYCA, TaylorMade’s advertising and digital agency, to universally welcome all golfers, the 3-D rendered Clubhouse is a first in the golf industry. It is a Club all golfers are invited to join and the only place where, regardless of how well they score or how much money they have, they can have a Locker next to Sergio Garcia or Justin Rose or Natalie Gulbis. Other members of the Clubhouse include Retief Goosen, two-time U.S. Open Winner, Mike Weir, Masters Champion, Ryder Cup hero Kenny Perry, long-hitting Dustin Johnson and LPGA Tour star Paula Creamer, among many more of the world’s best golfers.
In addition to sharing a locker room with the pros, Clubhouse members can interact with TaylorMade unlike on any other golf equipment manufacturer’s website: from digging into the technology in the “Innovation Lab,” where they can hear directly from TaylorMade’s R&D team, to ultimately posting their own reviews on TaylorMade products. The Clubhouse also allows TaylorMade to communicate directly to golfers in a more targeted way, providing custom tips and equipment suggestions to help improve their individual game through CRM initiatives.
According to Bob Maggiore, vice president of marketing at TaylorMade Golf, “We built The Clubhouse for golfers to form a deeper connection with our brand, our products, our people who create those products, and other golfers. When you are a member of The Clubhouse, you are surrounded not just with product but with golf. At TaylorMade, we are golfers who live and breathe the game every day and we’re looking forward to spending a lot of time with our fellow golfers. As a brand, we’ll be able to make more meaningful connections with golfers because we’ll know so much more about them.”
“For NYCA, creating the Clubhouse has been a passionate journey with the unparalleled team at TaylorMade,” said Michael Mark, creative director/CEO of NYCA. “TaylorMade is the trusted innovation leader in golf equipment. They supported our digital and traditional teams’ vision from idea to implementation in order to create a one-of-a-kind golf destination and extend their inventiveness and dedication of the game to the web.”
Here are some of the exclusive activities golfers can enjoy in The Clubhouse:
Main level
Lobby: Get the latest Tour News and Features.
Golf Shop: Learn all about TaylorMade’s equipment, apparel, balls and accessories.
Lower level
Locker Room: Sign up to become a member, and receive a personal locker as well as customized golf content and tips relevant to your game. Look inside the lockers of TaylorMade’s Tour Staff pros to see what they’re playing and what they’re thinking, and to get inside information and watch specialized golf video tips.
Innovation Lab: Discover the latest TaylorMade products and technologies, and get a sneak peek into what the team behind the hottest new driver on the PGA Tour (the R9) and what will soon be golf’s most talked-about irons (the Burner) is working on now.
Practice Range: This is where golfers can be fit for clubs using TaylorMade’s online fitting tool, and see the various ball flight ball trajectories promoted by TaylorMade’s elite line of drivers.
Lounge: Register products, receive customer service, research career opportunities and learn about the corporation and people behind the products.
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NYCA Names Director of Business Development
March 16, 2009
During these tough economic times, NYCA knows the greatest resource is people. Taking a positive look into the 
future, the agency has hired Kristin Gissaro as Director of Business Development, a new position geared toward doing for the agency what the agency does best for its clients: growing business.
With a passion for creating new client partner relationships, Gissaro has six years of successful business development experience for agencies including NAS Recruitment Communications, a leader in the McCann World Group network. Her diverse experience expands across the gamut of industries and includes brands like Citi Group, St. Vincent’s HealthCare, Kraft Foods and University of Florida.
Gissaro is an expert in social media, and can be followed at http://twitter.com/kristingissaro on Twitter.
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NYCA Promotes Michelle Edelman to President
February, 11, 2009
Michelle Edelman has been named President of NYCA, announced Michael Mark, creative director and CEO, today. 
Edelman, who is currently Chief Marketing Officer/Director of Strategic Planning, has been at NYCA since 2005. In her new position, she will be responsible for Planning, Business Management, Digital, Media, New Business, Finance and Administration.
“I have been inspired by Michelle for 3 years, and believe in her as a person and as a professional,” said Mark. “Michelle is more than capable of leading our growing agency day to day. She has the smarts, passion and leadership ability and, just as importantly, the character.”
Before joining NYCA, Edelman’s stellar 17-year career included stints at Ogilvy & Mather and Leo Burnett, where she helped grow revered brands like Dove — as chief strategist on the Campaign for Real Beauty – Gateway, Allstate and Starbucks. Edelman holds dual masters degrees from Northwestern University and has published numerous books and articles on marketing, and edited two highly-popular books on Baby Boomers.
“I’m thrilled to be leading the talented and passionate people of NYCA, who go to work each day to grow their clients’ businesses,” said Edelman. “Marketers are looking for communications that really deliver against their bottom lines, and it’s harder than ever to achieve that goal. NYCA’s unique approach and people will stand it in great stead, and it will be a privilege to help make the agency even more successful.”
July 2, 2009 at 10:12 am |
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