PGA Tour Working To Enhance Viewing Experience Honda Classic Adds New Legends Club Senior Golf Event Could Move On From Allianz Phoenix Open Looks To Spread Out Experience Phoenix Open Once Again Breaks Attendance Record Woods' PGA Tour Return Creating Buzz Farmers Insurance's Financial Outlook Brightening CareerBuilder Challenge Eyes Casual Golf Fans PGA Tour's Monahan Touts Sociability As Strength Bevacqua: PGA Championship Dates Are Flexible
SBD/27/Sponsorships Advertising Marketing
GOLF NEWS: BURNETT DROPS OUT; KARSTEN'S MARKETING EXAMINED
Published February 27, 1998
Leo Burnett Co. "dropped out of a competition" to handle the account for the PGA Tour's World Golf Championships, according to George Lazarus of the CHICAGO TRIBUNE. Burnett cites a "conflict with another" PGA Tour group as its reason (CHICAGO TRIBUNE, 2/27). MARKET-PING: In Toronto, Lorne Rubenstein examines the marketing efforts of AZ-based Karsten Manufacturing, which manufactures Ping equipment. Karsten has hired the VA-based Martin agency for advertising and promotion, and recently signed Bernhard Langer and Lee Westwood. Rubenstein: "And don't be surprised if the company soon announces an endorsement deal with Casey Martin." Karsten President & CEO John Solheim: "We didn't advertise at all in the 1980s but are doing that now. We are not where we want to be, but we intend to grow and to keep growing" (GLOBE & MAIL, 2/27).