Dunlop Selects LHC

Dunlop Slazenger Group Americas has awarded its$10 million sporting goods account to Long Haymes Carr.

The Winston-Salem, N.C.-based agency defeated Chernoff/Silver & Associates, Columbia, S.C.; Austin Kelley Advertising and WestWayne, both Atlanta; and Carmichael Lynch in Minneapolis.

“The win was a combination of strategy and tightly linked creative,” said Steve Zades, LHC chairman. “Going in as a creative boutique wouldn’t have worked, nor would a strategy without a payout.”

Incumbent J.Walter Thompson in Atlanta declined to participate in the review.

“We were looking for a strategic partner to take the strong brands we now have to the next level . . . an agency used to dealing withcompetitive pressures,” said Ed-ward Hughes, client vice president of marketing”

Dunlop Slazenger brands include Slazenger golf balls and golfing apparel, Maxfli golf balls and equipment, and Dunlop sporting goods.

LHC’s experience with Hanes and Champion athletic apparel will come in handy. One of its assignments is to expand Slazenger’s clothing, now sold through golf pro shops, into the mainstream marketplace.

LHC’s campaign, which kicks off early in the new year, will encompass television, print, direct marketing and public relations. The Dunlop account is public relations only.

“We’ve wanted a golf and tennis account for five years,” said Zades.

Based in Greenville, S.C., the client is a division of Dunlop Group Ltd. of Camberly, U.K.