Masterpiece Celebrates 15 Years of Creating Masterpieces
For Phyllis Lacca, traveling to Macau or dining with Hilary Clinton is just another day on the job. As President of Masterpiece Advertising traveling to exotic places and hobnobbing with celebrities such as Pamela Anderson, Donald Trump, Sylvester Stallone and Charles Barkley (just to name a few) is all just par for the course.
Phyllis has always had a passion for working, which led her to create and establish, Masterpiece Advertising's first office in Atlantic City in 1994. The boutique agency, with locations in Atlantic City, Las Vegas and California, specializes in branding, advertising, direct marketing, public relations and special events for clients in the casino, hotel, resort destination, dining and entertainment industries. Masterpiece has created some of the most exciting campaigns for some very well-known clients such as Caesars Las Vegas, Harrah's Resort, The Palm Restaurant, Foxwoods, Atlantis and Royal Caribbean International.
Over the past 15 years, Phyllis has worked tirelessly to ensure that Masterpiece has continued to help provide their long list of clients strategic and creative marketing solutions. Phyllis and her team create marketing promotions and advertising campaigns that are cutting-edge, ensuring that a lasting impression is created in a saturated market. With a client roster of prestigious companies, the offices at Masterpiece are always buzzing with excitement and activity, as we were able to discover first-hand.
AC Luxury Magazine was able to spend a few hours with Phyllis, who just returned from a trip to Italy, to pick her brain on what makes her tick, and why her team at Masterpiece is truly the best in the business.
At what age did you realize that you wanted to own your own business?
At the age of 12 when I started working. I was always very passionate about what I did. I enjoyed work so it never seemed like a job per se.
Has this always been a dream for you or was it something that happened over time?
I listened and learned over the years, but I have always been a natural entrepreneur and leader. No matter what project or position, I always worked as hard as the owner. Whether crafting items for sale, working in my father's electronics business or my uncle's hairdressing salon, I knew in my teenage years that I really enjoyed working.
Tell us some of the challenges of working in the advertising industry?
One of the challenges is that the advertising industry is a male dominant field.
What are some of the benefits or perks of being the President of an advertising agency?
I would say the best part of being President is getting to meet so many interesting people and like thinkers. While we are based in Atlantic City, and this is my home, Masterpiece has clients throughout the United States, which enables me to visit lots of interesting places and travel all over the world.
Walk us through an average day for you from start to finish.
There is no average day, which is something I really love about this business. No two days and no two projects are the same. We make sure that every idea, like everyday, is fresh, interesting and appealing. Typically, my day starts with a morning workout, then a day of work and then an evening out.
Tell me a little about your job. I imagine it requires you to travel quite a bit. What are some of the favorite places you've gotten to travel to & the most exciting events to attend?
I've had the opportunity to work with so many wonderful people and events. I would say that dinner with Hillary Clinton has been the most exciting. I have traveled all over the world; but Macau, Vietnam (Hanoi) and most recently Capri, Italy have been the most interesting places to visit.
Masterpiece just celebrated its 15th anniversary in Atlantic City. How have you seen Atlantic City change over this time & how have you been able to adapt your agency to the ever-changing landscape of the city?
It has certainly been a rollercoaster ride over the past 15 years. Four years ago, Masterpiece opened The Palm Restaurant as the first white tablecloth steakhouse in the city; now look at the incredible dining options throughout the area. It has been great to see the evolution of this city with projects such as The Walk, The Chelsea, and The Pier Shops at Caesars. I look forward to the future growth in Atlantic City.
With the current economic uncertainty, a lot of companies are cutting back, especially with regards to advertising. How are you and your staff able to stay competitive and deliver such a high quality products consistently?
Henri Matisee said, "Creativity takes courage." We've got courage (and creativity) aplenty. At Masterpiece, we operate under the premise that there can be no substitute for creative excellence (and brilliance). Right now, companies are looking to reinvent themselves. Masterpiece is always looking for new, creative ways to promote our clients. It is key to keep one eye on the fine and intricate details and the other on the big picture. Our clients are extremely strong branded and we have been very fortunate because now we are busier than ever.
What are some of your favorite places to go & some of your favorite activities to do when you're in AC?
I love Atlantic City. We have the beach and the Boardwalk and it's a wonderful place to call home. The city has seen a growth of non-gaming development over the past few years. For shopping, I love the Pier Shops at Caesars. As for dining, there are so many wonderful places, but The Palm is my favorite. Their chicken parmesan is incredible. The Pool at Harrah's and The Water Club are wonderful additions to the city, whether spending some time at the spa or a great night out with the girls.
Over the years in the business, I would imagine you've gotten to meet some pretty influential people and celebrities. Could you name drop a little for us? Who is your favorite celebrity you've met?
I have been privileged to meet really interesting people. Rod Stewart is completely real and down to earth. Dancing on stage with Prince at the Rio in Las Vegas is a wonderful memory. Just recently, I had the opportunity to meet Valentino and the President of Italy, Giorgio Napolitano in Capri. Masterpiece has done events with Vice President Joe Biden, SNL's Dan Aykroyd. Actors Sylvester and Frank Stallone, Chris Tucker, Brad Garrett, Dennis Rodman and Julius Erving, to name a few.
We have hosted birthday parties for Donald Trump with Pamela Anderson here in Atlantic City. Last year, we worked on a golf tournament with 16 professional athletes including Charles Barkley, John Elway, Mario Lemieux, Michael Strahan and Ozzie Smith.
Describe a perfect day in AC for you if you could do anything you wanted from the second you woke until you went to sleep at night?
My perfect day in Atlantic City would be to play tourist starting with a bike ride on the Boardwalk. I would spend the day at the beach then head to one of the city's lively beach bars followed by a great dinner and then maybe out for some late night dancing.
Where does your passion for the advertising business come from?
Have you always been this passionate & energetic about what you do?
I have always been passionate about this business. I love people so being in the communication business is a natural fit for me. I am passionate about my business which means I must be passionate about a product in order to bring someone on as a client. Looking at the possibilities and developing a great campaign for our clients and seeing it implemented is my ultimate reward.
What direction do you see the future of Atlantic City headed in?
Are you excited by what you see happening?
Atlantic City is a fabulous resort. We have the beach, Boardwalk, great restaurants, entertainment, shopping and so much more. Everyone in the city really needs to come together and promote all the amenities that Atlantic City has to offer in order for continued success. As a group, we need to highlight the area and raise awareness of all the positives Atlantic City has to offer. I think the city is headed in a great direction and is truly one of the country's best resort destinations.
Where do you see your business in another 15 years?
Do you plan to expand to any more locations or are you content with your size now?
The industry is heading in a virtual direction. Interactive communications is a quickly advancing media. It is an exciting new direction and our flash programmers and web designers are remarkable. Masterpiece currently has satellite locations in Las Vegas and California but I would love to have an office in Hong Kong. There is so much development and changes happening there, it would be wonderful to help blaze the path for their success.
