Scubapro Diving Into San Diego

Scubapro, a leading maker of scuba diving equipment, has tapped Bulldog Drummond in San Diego to handle its ad duties. Billings are estimated at $2 million.
The client, which recently moved its headquarters from Sturtevant, Wis., to El Cajon, Calif., selected the creative shop without a review, according to Shawn Parr, the agency’s chief executive officer. Previous advertising had been handled by a Wisconsin shop, Parr said.
“Scubapro was interested in locating a branding agency that would reinvigorate their marketing program and breathe new life into their brand,” Parr said. “[We] have developed a focused and extensive market research campaign that will reassert [the client’s] position
as the authentic brand leader within the scuba industry.”
The agency’s first work for Scubapro will break in January, said Parr. The campaign will consist primarily of print ads, which will appear in scuba diving magazines and possibly in consumer men’s magazines. In addition to creating its advertising, the agency will also work on sales support programs and material development for the client.
Scubapro, a division of Johnson Worldwide Associates in Sturtevant, was founded over 30 years ago and boasts annual sales of more than $100 million.