Dailey Remains in Swing With Callaway Golf

LOS ANGELES Dailey & Associates has held on to advertising duties for Callaway Golf Co.’s club business following a review, the shop confirmed.

The Interpublic Group shop in West Hollywood, Calif., has handled advertising for Callaway golf clubs since 1997. Dailey retained the business after a review that included WPP’s Young & Rubicam in Irvine, Calif., and Omnicom’s Element 79 Partners in Chicago, the client said. Independent Matthews/Evans/Albertazzi in San Diego, which handles advertising for Callaway’s golf balls, did not participate in the review.

Ian Rowden, executive vice president and chief marketing officer for Callaway in Carlsbad, Calif., declined to classify the process as a review, but said: “The company has spoken with other agencies and Dailey remains our agency of record.”

Callaway spent $17 million advertising its golf clubs in 2002 and $15 million through June 2003, according to TNS Media Intelligence/CMR.

Callaway’s decision to stick with Dailey comes amid changes at the company. In September, Callaway promoted Patrice Hutin from executive vice president of global sales and advertising to president and chief operating officer and also purchased the Top-Flite, Strata and Ben Hogan golf brands from the Top-Flite Golf Co.