Y&R WINS CALLAWAY GOLF CREATIVE ACCOUNT

Assignment Worth $40 Million

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DETROIT (AdAge.com) -- Callaway Golf Co., in Carlsbad, Calif., has selected WPP Group's Young & Rubicam Brands, Irvine, Calif., as its creative agency of record, the marketer said.

Y&R Brands beat out four other undisclosed

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Dailey & Associates Handled Work for Seven Years
agencies for the $40 million account. Interpublic Group of Cos.' Dailey & Associates, West Hollywood, Calif., had the account for seven years before being let go by Callaway in May. Dailey is keeping media planning and buying.

Disappointing sales
The change comes amidst trying times for the golf equipment company. Callaway has suffered from disappointing sales of its premier product, the Big Bertha model driver, and last month lowered its earnings guidance for the second quarter and the rest of the year. Callaway is also suffering from continuing losses from Top-Flite Golf Co., the golf ball-making subsidiary it acquired last year.

Y&R Brands will handle golf club and golf ball marketing and will immediately begin developing integrated creative campaigns, Callaway's president and chief operating officer, Patricia Hutin said.

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