Michael Mark freely admits that most people don’t equate San Diego with top-notch advertising. "There are a few great agencies here," Mark says. "But [people] come for sun and fun."
As president/creative director of agency matthews/mark, San Diego, Mark aims to change the area’s less-than-stellar reputation in the advertising world. "We’re trying to do some serious brand-building work for clients," he says. "We want some national clients, and we’re getting them."
Since Mark left now defunct Wells Rich Greene BDDP two-and-a-half years ago to join matthews/mark (formerly Capener, Matthews, Walcher), he and partner/CEO Jim Matthews have watched the agency’s spot production grow significantly. (Prior to Wells Rich Greene BDDP, Mark was at Hill Holliday, New York.) Before Mark arrived, the agency focused on print, and produced just three or four spots a year. The difference now is drastic: matthews/mark recently finished 50 commercials for 11 clients, including campaigns such as "Thrill" for Viejas Casinos, and "In The Know" for Callaway Golf Balls. They also produced a package of ads for Star Systems. "When you think about that, this agency is making interesting and fun leaps," says Mark.
The agency’s leap is not unlike the leap Mark made when he entered advertising "by accident" about 17 years ago. After graduating from the State University of New York at Binghamton, Mark embarked on a successful writing career, getting his first book, Toba, published at the tender age of 26. He wanted to take a break between projects, so his wife suggested he try advertising. "I thought that sounded like a good idea," he remembers, "so I put a portfolio together and got a job at Hill Holliday’s Boston office." After working there for four years, Mark went to the New York office where he eventually met Matthews when the two began working on the 7-Eleven account.
Under Mark’s creative leadership, matthews/mark has become an agency with a unique voice, one that takes care, he says, to make sure each campaign is individual and appropriate to the client’s needs. For example, in the 11-spot Callaway Golf Ball campaign, directed by John O’Hagan of bicoastal/international hungry man, golfers talk to the camera in increasingly hyperbolic terms of the rumors about why Callaway balls perform so well. In "Lizard DNA," a golfer claims to have heard that the balls were injected with human DNA, which allows them to heal themselves. Midway through his explanation, he changes it to lizard DNA. In "Moon Dust," a would-be pro talks about balls being laced with dust brought back from moon landings, which is why the Callaway ball travels so well on the fairway.
In order to create a hyper-realistic effect, the ads were shot digitally, transferred to film and then back to video, which Mark says "gave [them] this really interesting, odd look." Because each spot is basically one actor speaking to the camera, he feels that "the energy in it, as opposed to visual energy, is the energy of the language, which as a writer I’m pretty proud of. I got a chance to write that stuff," explains Mark. "I don’t get the chance to write everything anymore, which I’m glad of because I’ve got very talented people here."
Mark also praises the collaborative spirit of the directors he’s worked with, like O’Hagan, and Jeff Gorman of JGF, Hollywood, who directed the quirky Viejas Casino ads, which included "Goldfish," "Chair" and "Airbag." The commercials show that no matter what people try at home, they can’t match the excitement of going to Viejas. In "Goldfish," a man cavorts in a tub full of the critters, but it’s just not the same. "Jeff Gorman is a remarkable talent," says Mark. "If [a spot] gets a smile, most people say, ‘That’s great, that’s funny.’ But Jeff doesn’t stop until you laugh. And that’s what I like about him."
Collaboration is the key to Mark’s philosophy. "If you stop at the storyboard and say, ‘Here, shoot this,’ you’re killing it. You’re not letting it grow as best as it can be," he explains.
Those who work with Mark maintain that his presence and philosophy have ignited the shop. Amy Krause, a freelance producer, has worked with the agency for 10 years. She says Mark has pushed her to do better and better work. "It’s my favorite agency to work with," says Krause. Associate creative director Mark Albertazzi is also enthusiastic about the agency’s direction, especially the fact that it has business from areas outside of San Diego, including some national work. "Michael, with his background and experience, has brought a lot [to the agency]," Albertazzi says. "He has a willingness to take it in wild and different directions."
Even though matthews/mark has expanded its client base, Mark points out that the shop still uses area suppliers in addition to national vendors. "We’ll use local talent if that’s what’s right for the spot," he explains. "They’ve done well by us too, and I want to support the community in every way. There are a lot of talented people here."
The agency’s growth shows no signs of slowing. Matthews/mark recently won some new accounts, including Internet Express, a portion of Alta Dena Certified Dairy’s work, and the San Diego Union Tribune. "There’s something very special about [the Union Tribune]. … The newspaper sees you naked more than your wife or husband or whatever," says Mark of the account. "So it’s very intimate. I’m into it."
Mark has every confidence that matthews/mark will continue to grow. "This agency is rockin’aI mean we’re going 24 hours," he says. "You know how they say be careful what you wish for, you just might get it? I got it and I wanted it. … They used to say I was fast in New York, but I’m running as hard as I can to keep up with these people."
