Print this page  |  Close Window

AUSTIN, TX -- The agency that helped develop the PGA TOUR's two highest-profile advertising campaigns -- "These Guys Are Good" and "A New Era in Golf" -- has undergone a major re-branding campaign of its own.

In a celebration held today at its Austin headquarters that was attended by PGA TOUR Commissioner Tim Finchem, GSD&M Founder and President Roy Spence unveiled the agency's new name: GSD&M's Idea City.

"GSD&M's Idea City preserves GSD&M's core values and purpose while stimulating and accelerating progress and innovation in all that we do," Spence said. "GSD&M's Idea City is a destination for visionary ideas that make a difference for our people, our clients, our country and the world."

"On behalf of the PGA TOUR, I would like to extend my sincere congratulations to one of the great branding agencies on the rebranding of itself to GSD&M's Idea City," Finchem said. "It's very appropriate. Roy is one of the most creative people I know, and he has built a terrific team that has done some outstanding work on behalf of the TOUR."

Finchem indicated the TOUR's involvement with GSD&M's Idea City will grow moving forward.

"Not only will we continue our storied relationship, but we look forward to expanding our association with GSD&M's Idea City," Finchem said. "This includes engaging their strategic expertise on activating, integrating and growing the charitable focus for our three Tours and our tournaments."

In addition to the PGA TOUR, the agency has helped create some of the most memorable ad campaigns for leading brands such as AT&T, BMW, NCL and the United States Air Force.

The TOUR and the agency have been partners since 1990. Together, they first introduced the award-winning These Guys Are Good ad campaign in 1997. It remains major pro sports' longest-running ad campaign.

With the advent of the FedExCup in 2007, they created A New Era in Golf campaign and developed the supporting print and television ads that have been running since late last year. Most recently, a series of ads features playoff stars from other sports lending advice to PGA TOUR members for the ongoing PGA TOUR Playoffs for the FedExCup.