Callaway Clubs Stages 5-Way Playoff

LOS ANGELES Callaway Golf Co. is considering five agencies in the review for its golf club account, the client confirmed. The move follows Callaway’s decision to end its creative relationship with Dailey & Associates.

Interpublic Group’s Dailey in West Hollywood, Calif., which has handled the account for the last seven years, retains media planning and buying for the foreseeable future, said the Carlsbad, Calif.-based client.

Callaway spent more than $20 million advertising its golf clubs last year, according to TNS Media Intelligence/CMR.

A client representative declined to identify the agencies participating in the review. The search is being handled internally.

In a statement, Callaway president and COO Patrice Hutin said Dailey has created some “really remarkable commercial campaigns” for the brand, but added: “Now we believe that with the expansion of the Callaway Golf portfolio of brands, we are looking for a fresh approach and a new start as we begin planning for 2005.”

Dailey successfully defended the Callaway business last year in a review that included WPP’s Young & Rubicam in Irvine, Calif., and Omnicom’s Element 79 Partners in Chicago. At that time, the search was precipitated by management changes at Callaway, including the promotion of Hutin, who was previously executive vice president of global sales and advertising.

“We developed a lot of talked-about advertising and even though they had a number of management changes in the last seven years, particularly in the marketing area, we’ve hung in with them and had a lot of good success with them,” said Dailey CEO Brian Morris.

In addition to Dailey, Callaway has several other agencies on its roster, including independents Matthews/Evans/Albertazzi in San Diego for Callaway golf balls and McCarthy Mambro Bertino in Boston for its Top-Flite brand, as well as Interpublic Group’s Mullen in Wenham, Mass., which works on the Ben Hogan account.