Momentum Adds Buick Scramble | Adweek Momentum Adds Buick Scramble | Adweek
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Momentum Adds Buick Scramble

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Buick consolidated its golf-marketing business at Momentum, moving its Buick Scramble national amateur golf tournament to the Interpublic Group shop, the agency confirmed.

The business will be serviced out of the Troy, Mich., office, where Bruce Florine, svp at Momentum in New York, will move to run the account as general man ager of the program. The shop takes over the account on Jan. 1.

Bill Kolb, who joined the agency in late September as COO, said Florine and Garry Neel, president of sister shop McCann-Erickson, Detroit, "did all the heavy lifting. They did the whole strategy and walked the client through it. It was all well thought out."

Figures were unavailable for what Buick spends on sponsorships, but ac cording to IEG Sponsorship Report, General Motors is the No. 1 car maker in sponsorship dollars and spent $170 million on its sponsorships last year.

Buick bills itself as the official PGA Tour car and sponsors three pro events. Momentum handles Buick's PGA and PGA of Amer ica sponsorships, as well as GM's corporate promotions.

Featuring about 2,000 local amateur championship events and about 100,000 participants annu ally, the Buick Scram ble is considered the world's largest amateur golf tournament. Tiger Woods was this year's honorary chairman and presented trophies at the event earlier this month.

There was no review. Kalei do scope Event Services in Coldwater, Mich., previously handled the Buick Scramble.