Mullen has fashioned a TV and print campaign designed to portray the Golf Course Superintendents of America as more than just "glorified grass cutters."
Executions underscore the importance of the superintendents' role in a humorous way. One ad reads, "Every morning at 5:30 we whip the dew off the greens just so you can sink that 20-footer. And who do you kiss? Your putter."
"Previously, the golf course superintendent was in the woodshed on the 18th hole mending their equipment" while the game was being televised, said Mullen official Bruce Dodworth. Now, their comments are often sought by broadcast reporters covering major tournaments, he said.
"We are a major golf association without as high a profile as other golf organizations," said Kim Heck, senior director of career development for the Lawrence, Kan.- based GCSA. "Mullen said they could help us change that."
The GCSA two years ago hired the Wenham, Mass., shop to handle public relations chores.
Print ads will break this month in publications such as Golf Magazine and Senior Golfer. A TV spot will run during the John Deere Classic golf tournament in July.