On Agency Turf

New ad agency Turf unveiled work last week designed to bolster Chelsea Piers’ attempts to get New Yorkers in shape.

The New York shop—which was recently launched by Mark Trippetti, a former executive creative director at Ammirati Puris Lintas Copenhagen—is touting the New York sports and entertainment complex’s health club, the Sports Center at Chelsea Piers.

The work includes print and guerrilla elements and focuses on the center’s capacity to provide a spacious environment for consumers, Trippetti said.

Turf is designed to fill what Trippetti sees as a void, given the sputtering economy that has forced some small shops to become part of conglomerates. “There is a clear need by marketers today for small, highly focused agencies that can provide intelligent media strategies without having to please their corporate owners,” he said.

Turf is an outgrowth of Asylum, a San Francisco-based agency. Trippetti, who led Asylum’s New York office, bought the office three months ago.

Turf has 10 staffers and billings of $2 million. Other clients include American Express Publishing and Creative Management Partners.