PGA Tour Taps FCB To Launch Inaugural World Golf Tourneys

CHICAGO – Foote, Cone & Belding here sank a long putt to win the $4 million launch assignment for PGA Tours International Federation’s new World Golf Championships.
FCB was competing for the account in a tough foursome of finalists, including GSD&M, Austin, Texas, agency of record for the PGA Tour; D’Arcy Masius Benton & Bowles, Troy, Mich., which handles Senior PGA Tour sponsor Cadillac; and Grey Advertising, New York.
Edward Moorhouse, executive vice president of the Ponte Vedra Beach, Fla.-based PGA Tour, cited FCB’s integrated approach to managing the account and its global resources as deciding factors in its selection.
FCB’s Chicago office will handle advertising, while its Impact Communications Group will oversee promotional marketing programs.
The agency’s San Francisco sports marketing unit, which specializes in sponsorship marketing, athlete endorsements and sports event marketing programs, will serve as a consultant on the business. That unit was established two years ago, primarily to work on Levi Strauss & Co.’s Dockers business.
The Andersen Consulting Match Play tournament at La Costa Resort & Spa in February 1999 is the first of four World Golf Championships planned for next year. NEC and American Express have signed as title sponsors of two of the others.
The World Golf Championships tournaments are the first to be jointly sanctioned by the PGA Tour organizations in the U.S., Europe, Japan, South Africa and Autralasia.