Armour Golf Seeks Agency Link

Client Shops Creative After Split With Leap
CHICAGO–Having ended its three-year relationship with The Leap Partnership earlier this year, Armour Golf is searching for a Chicago-area agency to handle print and TV creative for the 1999 links season.
Marketing executives from the Morton Grove, Ill.-based golf club maker will visit agencies this week before selecting six for an in-house presentation on Oct. 22, said marketing manager Katie Buerkle. Armour plans to concentrate next year’s advertising on its 845 line of irons, which come in titanium-faced and oversized models, Buerkle said.
Armour Golf spent about $6 million on ads in 1997, and about $5 million through July of this year, according to Competitive Media Reporting. Spacetime in Chicago buys media.
Armour was purchased last year by Teardrop Golf, a publicly traded company headquartered in Union, N.J. Teardrop also owns Ram Golf and U.S. distribution rights for British-made Walter Genuin shoes, an upscale line of golf footwear.
Leap won the Armour account in May 1995, following a review, but the agency’s status was unclear following the sale to Teardrop. The company’s plan now is to have agencies handle each of its brands on a project basis, Buerkle said, although none of the other divisions is currently in active review. Leap has been invited to pitch for the current creative project, Buerkle said.
Buerkle is handling the search with John Gutelius, vice president and business manager for Armour Golf; Matthew O’Toole, vice president of sales and marketing for Teardrop; and Rudy Slucker, Teardrop’s chief executive officer.