Magnani Continuum Marketing has brought in Kelly, Scott & Madison to handle media duties for MacGregor Golf, a $9 million assignment the agency picked up in September following a review.
Magnani is fashioning an integrated campaign for the company's new line of irons, which is set to hit stores early next year, said Rudy Magnani, the shop's president.
KS&M, based in Chicago, will handle both media buying and planning, which the Chicago sports equipment maker previously handled in-house.
The media buy will include national TV and print work carrying what Magnani described as the "working" tagline, "Enhancing golf performance." MacGregor's previous tagline, "Without passion, why bother?" was developed by Fricks/Firestone in Atlanta.
The effort represents a jump in spending by MacGregor. Al-though the company spent about $6 million on golf advertising in 1999, last year's ex-penditure totaled only about $3 million, and just $1 million was re-corded through August of this year, according to CMR.
Both Magnani and KS&M were familiar with MacGregor's president, John McNulty, when he joined the company in April. McNulty had been vice president of marketing for Brunswick, maker of Mongoose bicycles, which both agencies previously worked on, Magnani said.
MacGregor, whose account has gone through nine agencies in 16 years, is moving its headquarters from Atlanta to Chicago. The location shift played a role in the decision to seek out Chicago shops to handle the new product launch, Magnani said. MacGregor also has offices in San Francisco.
MacGregor is trying to re-establish itself under new ownership as a top-quality club maker. In 1999, it eliminated the brand's lower-end products in order to push premium clubs [Adweek, May 15, 2000].
Last month, Magnani hired Sean de Luna, previously of Ogilvy & Mather Singapore, to handle public relations on the MacGregor business.