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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).