Maxfli Golf Finds Its Way Back to Shutze

Virgil Shutze’s longtime relationship with Maxfli Golf has been rekindled.
The Greenville, S.C.-based golf ball company placed its advertising account with Richards/Shutze here last week. It is the first time the client has had an agency-of-record relationship since splitting with BBDO South in Atlanta late last year, saying then it did not need a full-service shop.
Maxfli spent $2.1 million on advertising in 1996, according to Competitive Media Reporting.
Shutze first worked with Maxfli Golf when he was chairman and chief creative officer of BBDO South. He left that agency at the end of 1995, partnering with Stan Richards of The Richards Group in Dallas to create Richards/Shutze the following August. Richards/Shutze shares resources with Richards, but it remains a separate entity.
Richards/Shutze assumed Maxfli Golf on a project basis last October and has done all the client’s television and print work since then. Under terms of the account acquisition, creative will be produced in Atlanta and Dallas, while the media portion of the business will be handled solely from Dallas.
“Virgil has really gotten to know and help develop the character of the Maxfli brand over the past few years,” said Edward Hughes, vice president of golf marketing for the Dunlop Maxfli Sports Corp., in a statement. “This is an exciting time for Maxfli.”
Shutze said Maxfli Golf officials placed the advertising account up for review earlier this year, though he did not know which other agencies were invited to pitch the business. Maxfli officials could not be reached at press time.
Shutze’s work for the client includes the latest advertising for the XS golf ball, which features star players Jack Nicklaus, Tom Watson, Greg Norman and Fred Couples. The golfers appear together for the first time in the campaign’s showcase television spot.