This weekend I played golf not once, but twice. Saturday I scored 104 (best ever) and Sunday 118 (par for my course). Anyone who knows me and knows how bad a golfer I am is probably shaking their head and asking why? Why would I subject myself to two days of a short game that is anything but precise? With putting so bad, that even if I get to the green in two or three, I end up with a seven, an eight or even, yikes, a nine (this is the highest number our score card goes to). I have a 5 wood that is my absolute nemesis. I could hit that 5 wood perfect for one shot and then completely collapse on the next.

So why do I play even once, let alone twice? It’s actually a very cliché answer — for the thrill of the game. Because, when I hit that 5 iron perfectly and I see it fly through the air and land where I hoped it would, it’s a great feeling. It quickly reminds me of the feeling I get when we hit a line drive for our clients. A campaign that works from beginning to end. All the planning that goes into it, the design, the execution and then the release. All in perfect harmony. All in sync. And, all worth the effort, the struggles and the challenges we face to create a campaign that is not only a high flying success, but targeted just right.

So, I will continue to play this crazy game and someday (hopefully soon) I will break the 100 mark on my score card and bring my golf game up to the standards of my advertising game. Stay tuned.