Make no mistake, Brett Shevack knows bowling.
"I grew up in a neighborhood where nobody skied, nobody played tennis," said the chief executive of New York's Partners & Shevack. "It was stickball and bowling. We thought squash was a vegetable."
Bear in mind, this is someone who, at age 13, threw a sanctioned 713 three-game series--including a 280 score--with a men's church league in Queens, N.Y. And this same someone was also captain of Pratt Institute's bowling team.
So when the Professional Bowlers Association went looking for an agency, Shevack knew it was right up his alley.
"It's going to be a labor of love," Shevack said after learning his shop beat out Holland Advertising to get the roughly $1 million account.
The agency will create a campaign to coincide with the PBA's new relationship with CBS. New spots will air in mid-April during coverage of the PBA Tour.
"This is a great opportunity to write the future of the organization," Shevack said.