Callaway Golf Company announced it has ended its creative relationship with Los Angeles-based advertising agency Dailey & Associates. The move ended a 7-year partnership that produced many memorable TV commercials, such as sultry singing superstar Celine Dion crooning into a microphone that morphed into a Callaway Golf Biggest Big Bertha Driver and reclusive billionaire Bill Gates looking into the camera while holding a Callaway Golf Driver and saying, “I love a big idea.”
Callaway Golf President and COO Patrice Hutin said that considering the evolving market environment, the world's largest maker of golf clubs is looking to move in a new creative direction with its advertising. Mr. Hutin added the media planning and buying portion of the relationship with Dailey & Associates will remain intact for the foreseeable future and that an agency review by Callaway Golf already has narrowed the field of potential creative replacements to five agencies.
“We have had an exceptional relationship with Dailey & Associates,” Mr. Hutin said. “Cliff Einstein is a creative genius and he and his talented group have produced some really remarkable commercial campaigns for Callaway Golf. We appreciate all the work done by Cliff and Brian Morris and their staff. Now we believe that with the expansion of the Callaway Golf portfolio of brands, we are looking for a fresh approach and a new start as we begin planning for 2005.”
