Wins Creative Nod From Club Maker Looking for Sales Comeback
DALLAS–Adams Golf has awarded the creative portion of its $10 million advertising account to Temerlin McClain.
The Plano, Texas-based client makes golf clubs, including fairway woods, drivers, irons and wedges. Adams also produces custom-fitted clubs.
Finalists in the pitch for Adams’ creative account were The Richards Group in Dallas and incumbent RD/Fox in San Francisco.
“[Richards] did a tremendous job; they must have been out here 20 times to see our company,” said Adams director of advertising Paul Vernon.
Vernon emphasized that the Irving, Texas, agency’s work will be crucial to helping Adams survive a current downturn in the golf industry.
“It’s a very, very tough time . . . and we wanted a partner to help us address those problems,” Vernon said. “The business of golf is not like the game of golf. It’s better than toilet bowl cleaners, but it’s a tough business.”
The company’s sales dropped 42 percent in the first six months of this year, despite the fact that Adams manufactures some of the best-selling clubs on the market.
Said Temerlin vice chairman and executive director Dennis Visich, “The genius of [founder] Barney Adams and the technology he brings to the game of golf . . . gives us, as the creative agency, the fodder to carve out a sound position for Adams.”
The company’s current marketing strategy encompasses direct mail, print advertising in golf magazines, television spots which air on tournament telecasts, infomercials and newspapers–“a little bit of everything,” according to Vernon.
Media buying duties will remain with Carat ICG.
Adams is associated with two well-known names in golfing. Hank Haney is a professional instructor who appears in the company’s ads and hosts custom-fitting sessions for Adams at his teaching sites.
Golf Hall of Fame inductee and prof player Nick Faldo has also helped Adams design and promote a series of signature golf wedges introduced earlier this year.
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