Callaway Chooses TBWA Shop For European Brand Campaign

TBWA International has won a new ad assignment from Callaway Golf International.
TBWA Simons Palmer in London has been tapped by Callaway to create the European product and print brand campaign.
Billings for the new assignment, which includes creative and media duties, are estimated at about $10 million, sources said. The win could position TBWA for additional Callaway ad assignments in the U.S. through TBWA Chiat/Day in Venice, Calif. Callaway’s estimated $15 million U.S. account is handled by Dailey & Associates in Los Angeles.
Callaway executives said TBWA Simons Palmer was selected after a review involving several undisclosed shops. “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,” said Fred Port, president of Carlsbad, Calif.-based Callaway Golf International.
Callaway previously used a variety of shops for European ad duties, said sources. The client generally translated and updated its creative work from the U.S. The new assignment is one of the first European-only ad campaigns initiated by Callaway, said sources.
Recent U.S. ads created by Dailey have featured celebrities not usually associated with golf, including Bill Gates, Kenny G and Alice Cooper. The agency recently signed singer Celine Dion to appear in a TV spot. Callaway is the world’s largest maker of premium golf clubs including the Big Bertha line of metal woods and irons.