The Masters and golf

Having worked with the PGA Tour, PGA of America, and the Masters as well as their broadcast and media partners - I've had the opportunity to shape the golf landscape. From some of the first data driven broadcast integrations using Shotlink - to the first ever AI generated highlight reels with commentary - the challenge has always been to seamlessly infuse new technology into a very traditional game.

With key C-Suite decision makers a core golf audience - perhaps no other category has been as critical over the course of my career.

Bringing the beauty of the Masters to life through digital platforms has always been a great challenge. Our partners at the Masters always embraced innovation - but done in a very Masters way. Aligning tech innovation with the brand ethos of the Masters was always a fascinating challenge.

When it comes to tournament time - we focus on the course through data. How much data to expose to digital patrons has always been a balance between fan experience and the intrigue of the course.

These days we create highlight reels with AI and provide real time narration. We've also done predictive modeling in the past

Storytelling is an art - and so is assembling great team. Bringing together a great teams that can tap into the emotion and authentically of a relationship is beautiful this when done right.

We did a great job with this piece that started as a Into to our "Behind the Scenes" experience - and turned into a commercial for the broadcast.

I love contextual content. Getting it right is critical.

Of course, driving business is always the goal whether onsite or through digital. Getting our tech and value prop into the hands of a prospect is invaluable. So linking upstream interest and driving lead and nurture streams was a priority.