RD/Fox here has been named agency of record for Adams Golf, following an informal review of several undisclosed agencies. The $12 million creative and media account doubles the shop's total billings.
"Adams is a prestige brand that even the most discriminating golfers should be proud to have in their bag," said Robert deStefano, the agency's president. "We are very excited about delivering that message."
The shop will be responsible for creating an image campaign with print, radio and TV efforts as well as handling direct response advertising and infomercials. A new national campaign, featuring the tagline "Don't bet on anything else," breaks this spring. The previous tag was, "Adams Golf. We make golf clubs."
"RD/Fox exhibited a quality we didn't find in the other agencies we interviewed," said Cindy Herrington, director of special projects for Dallas-based Adams Golf, which manufactures golf clubs under the Tight Lies Fairway Woods brand. "They understood our motives and goals, as well as those of our diverse consumer and account base."
RD/Fox also brought experience working in the category, having created a recent ad campaign for former client Alien Sport's "wedge" golf clubs. --Jane Irene Kelly