5 Calif. Shops Contend for Callaway Golf

LOS ANGELES Contenders for the creative portion of Callaway Golf’s $20 million-plus account are lined up to pitch starting this week, sources said.

They include five California shops: Dentsu’s Colby & Partners in Santa Monica; independents Doner in Irvine, Ground Zero in Marina del Rey and Matthews Evans Albertazzi in San Diego, a roster shop for the client’s golf balls and Odyssey putters; and WPP’s Young & Rubicam in Irvine.

The Carlsbad, Calif., client, which declined to comment on the review, parted with seven-year incumbent Dailey & Associates in West Hollywood, Calif., last month after Dailey had successfully defended the business in 2003.

Callaway president and COO Patrice Hutin promised “a new creative direction” in the next campaign. Dailey’s work included celebrity appearances by Bill Gates and Celine Dion. The client has stated that it is keeping the media portion of the business at Dailey.

Sources said Crispin Porter + Bogusky, Venice, Calif., was also under early consideration, but the imminent closing of its creative department forced CP+B to withdraw.

Callaway spent more than $20 million on ads in 2003, according to TNS Media Intelligence/CMR.