$18 Mil. Cobra Golf Call Is by Invitation Only

Cobra Golf has launched a review of agencies and independent creative professionals from around the country to handle the creative portion of its estimated $18 million ad account.
The Carlsbad, Calif.-based golf club maker has not had a creative agency since TBWA Chiat/Day in Venice, Calif., resigned the account in July 1996.
“This is not an open party. We will call and talk to who we want to see,” said Paschal Stolz, the company’s vice president of marketing.
TBS Media Management in New York will continue to handle Cobra’s media planning and buying duties, Stolz said.
Cobra had been a fee-based client of TBWA Chiat/Day. The creative direction changed during the year the shop handled the account, agency president Bob Kuperman said at the time. TBWA Chiat/Day’s ad campaign had featured golfers Greg Norman and Ben Crenshaw using Cobra’s titanium clubs.
Since TBWA Chiat/Day resigned the account, Cobra has handled its creative chores in-house. Stolz said the selected agency will work closely with the in-house team.
The company has increased its ad budget in recent years, from about $10 million in 1995 to nearly $14 million last year, according to Competitive Media Reporting. Through June of this year, ad spending was $9 million.
Cobra launched a print campaign this month featuring Tiger Woods. The client also is reintroducing its set of stainless-steel clubs that Woods and other tour pros have used.
The company will launch a new line of putters in the near future.

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