NYCA Picks Up DirecTV Piecework

LOS ANGELES DirecTV has tapped NYCA to handle projects for its business and consumer divisions, the shop said.

The independent agency in Encinitas, Calif., was selected after an informal review, according to Michael Mark, creative director and CEO of NYCA. Billings could not be determined. The agency will focus on touting DirecTV sports packages and consumer upgrades. The business had been parceled out to various shops on a project basis, said Mark.

The client could not immediately be reached for comment.

Deutsch/LA in Marina del Rey, Calif., remains lead agency for DirecTV. The El Segundo, Calif.-based digital satellite service provider spent $175 million on ads in 2002 and more than $140 million through November 2003, according to Nielsen Monitor-Plus.

NYCA’s first work for DirecTV will be a business-to-business campaign promoting the “Mega March Madness” basketball package. The effort, which will include direct mail and marketing kits, is aimed at encouraging bars and restaurants to purchase the package as an upgrade to their current service.

Consumer efforts will include print ads and direct mail campaigns. NYCA is also working with DirecTV programming partners such as HBO, ESPN and SOAPnet to encourage current subscribers to upgrade to DirecTV’s “Total Choice Plus” package, which includes more than 135 channels.

NYCA has 27 employees and also works with clients such as TaylorMade Golf, The San Diego Union-Tribune, Maxfli golf balls and Kyocera Wireless.