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Dailey & Associates Handled Work for Seven Years

By Published on .

SAN FRANCISCO (AdAge.com) -- Callaway Golf has parted ways with Interpublic Group of Cos.' Dailey & Associates and is conducting a review for its $40 million advertising account, according to the company.

A Callaway spokesman said the company was seeking a "new take on our products and our company."

Five unidentified shops
Callaway, which had used Dailey & Associates for seven years, is now considering five unidentified advertising agencies for the work, a company statement said.

A decision is expected by the end of June. Dailey will continue to handle media planning and buying, Callaway's statement said.

The review was prompted by a number of factors, the Callaway spokesman said, especially consolidation among the industry's equipment marketers; the sluggish economy, which has put a squeeze on the sport's growth; and a resulting "battle for share" of the market.

Callaway spent $38.3 million in measured media in 2003, with $11.9 million on network TV, according to TNS Media Intelligence/CMR.

Other agencies working with Callaway on varying brands include Intepublic's Mullen, in Wenham, Mass., as well as independents Matthews/Evans/Albertazzi, San Diego, and McCarthy Mambro Bertino, Boston.

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