TBWA's London shop wins U.S. Callaway Golf's European account

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LONDON -- TBWA has swung the estimated $17 million European ad account of U.S. golf specialist Callaway Golf following a joint pitch by TBWA Simons Palmer, London, and TBWA Chiat/Day, Venice, California.

The London shop, whose creative work became the pitch content, will handle the business. Previously, Callaway adapted creative work produced in the U.S. to run in Europe.

The contest for the product and print assignment in San Diego involved a "select group" of agencies. U.S. incumbent is Dailey & Associates, Los Angeles.

"TBWA's creative excellence, their depth of talent and understanding of how to market Callaway Golf's premium golf club products in Europe exceeded our expectations and aligned well with our objectives," says Fred Port, president of Callaway Golf International.

Alasdair Ritchie, president of TBWA Europe, says winning the business through co-operation within the TBWA network is "particularly pleasing."

Callaway Golf claims to be the world's biggest manufacturer of premium golf clubs, under the Big Bertha brand.

Copyright April 1998, Crain Communications Inc.

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