Godwin Scores Big Hits

After completing a project for Louisville Slugger, GodwinGroup in Jackson, Miss., won the creative print portion of the brand’s ad account.
Billings were not disclosed. The client will place media.
Louisville Slugger, a division of Hillerich & Bradsby Co. in Louis-ville, Ky., last spring staged a review for an agency to launch two new aluminum bats, the Springsteel softball version and the Air Attack baseball model. GodwinGroup defeated several undisclosed agencies in the Midwest, said Bill Clark, national sales manager for the client.
Doe-Anderson Advertising & Public Relations in Louisville had held the account, and will continue to handle Louisville Slugger’s public relations and Web activities, Clark said. It is unclear whether the shop participated in the review process.
GodwinGroup has created three ads that have appeared in trade and consumer publications.
“Technology is be-coming very important in both the baseball and softball markets,” said Philip Shirley, Godwin-Group president. “So our strategy was to . . . communicate that [Louisville Slugger’s] technology would in fact make you a better hitter.”
One ad’s headline states, “Hit better under pressure.” The ad shows the interior of an Air Attack barrel, which sports an air-pressurized chamber said to drive the ball farther.
Louisville Slugger fits Godwin-Group’s new business plan. “We are very focused right now on targeting what we loosely define as recreation/entertainment” accounts, Shir-ley said. Clients include PGA Tour Apparel, Mississippi Gulf Coast Tourism and Russell Athletic.