TaylorMade Golf announced that the company has selected Innocean USA as its agency of record to handle all media planning and media buying responsibilities for the brand.

Following a formal review period starting at the end of 2018, the account was awarded to Innocean in September 2019. “We have been aware of Innocean’s capabilities and were excited they chose to participate in our media agency search,” stated Bob Maggiore, TaylorMade Golf chief marketing officer. “The approach they take in generating key business and consumer insights and activating through data made them very attractive to us, and we look forward to seeing this work come to fruition.”

“This win validates our analytical approach to media and demonstrates that we are not just a creative shop known for our automotive accounts and Super Bowl ads,” stated Eddie Austin, senior vice president, media at Innocean. “We are a full-service agency with a myriad of capabilities.”

TaylorMade’s mission is the pursuit of product innovation and reaching new thresholds of performance. “Their mission is right in line with our values,” stated Steve Jun, CEO and president of Innocean USA. “Our media team focuses on developing innovative media programs that will maximize buys in broadcast, digital and print.”

Innocean’s new media plan will activate starting January 2020. The agency will manage existing media buys through the end of the year.