Mizuno USA Unifies At Westlake

Teams Sportswear, Gear With Golf Account
ATLANTA–After a review that began last May, The Westlake Group has been named winner of the recently consolidated advertising account of Mizuno USA.
The business is expected to bill more than $2 million. The other contenders participating in the pitch were a pair of Atlanta agencies: Fitzgerald & Co. and Fountainhead Advertising.
The Westlake Group, headquartered in Greenville, S.C., went into the review as the incumbent on the client’s golf division, an advertising account it has worked on since 1994. Now folded in with the agency’s links responsibilities will be Mizuno’s diamond sports (baseball and softball) and footwear and apparel divisions.
“[The other divisions] were with an agency that dissolved, so that gave the client an opportunity to look at consolidating the account,” said agency president Curt Westlake. “The more they thought about it, the more it made sense from a branding standpoint within the company.”
In addition to representing the company domestically, the South Carolina agency will work with the client’s marketing groups in Japan (where parent Mizuno Corp. is based in Osaka) and Europe.
“The primary directive is to develop the Mizuno brand across all of its sports,” Westlake said. “Until now, they’ve spoken with one voice in golf and another in diamond sports and so on. There are some things happening they feel they can use to enhance their image overall.”
“Our brand promise and presentation must be unified,” said Bob Puccini, president of Mizuno USA in Norcross, Ga.