LPGA taps NYCA to shape its global identity

The LPGA announced March 22 the hiring of NYCA, a West Coast advertising agency with golf industry experience, to help define the tour’s global brand positioning.

In a statement released by the tour, LPGA commissioner Mike Whan said he selected NYCA to “develop core creative elements for the LPGA that will spawn renewed interest from the corporate community in the U.S. and internationally.”

Among the agency’s first tasks is to create a TV spot and internal campaign to communicate the organization’s values to its current and prospective partners.

The client list for NYCA, based in Encinitas, Calif., in north San Diego County, includes TaylorMade-Adidas Golf and its premium putter brand, Rossa. The agency also has done work for Maxfli Golf. Other clients include: Kyocera Wireless, the San Diego Union-Tribune, and the San Diego Convention and Visitors Bureau.

“To fulfill the LPGA’s vision to showcase the best golf professionals in the world and serve as a valued business partner to our sponsors, we require a deeply insightful and emotionally engaging communications platform,” Whan said. “NYCA will be the creative partner to help us achieve our aggressive goals.”

NYCA is charged to help the LPGA, which like many brands and organizations, is trying to adapt to a global economy. Approximately 40 percent of the tour’s 2010 events are scheduled to be conducted internationally.

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