Buick consolidated its golf-marketing business at Momentum last week, moving its Buick Scramble national amateur golf tournament to the Interpublic Group shop, the agency confirmed.
It is the first big win for Momentum since Bill Kolb joined as COO of the worldwide event-marketing and promotions agency in late September.
The business will be serviced from 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.
Kolb said Florine and Garry Neel, president of sister agency McCann-Erickson in 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.
Featuring about 2,000 local amateur championship events and about 100,000 participants annually, the Buick Scramble is considered the world's largest amateur golf tournament. Tiger Woods was this year's honorary chairman and presented trophies at the event on Oct. 2-6.
There was no review. Kalei do scope Event Services in Coldwater, Mich., previously handled the Buick Scramble.
Momentum already handles Buick's PGA Tour and PGA of America sponsorships and GM's corporate promotions.