After the Andersen Consulting World Golf Championship
ended Sunday, George Lazarus of the CHICAGO TRIBUNE wonders,
besides Northern Ireland's Darren Clarke, "Who were the
other winners in this five-day event?" Andersen Consulting
"poured millions of dollars" into sponsoring the event and
ran 15 commercials "for itself alone on Sunday." Meanwhile,
Titleist had Clarke and finalist Tiger Woods playing its
ball, along with David Duval and Davis Love III in the
consolation match. Andersen Consulting "ran a total of 40
commercials during the tournament as part of an ongoing
program to differentiate itself from sister company Arthur
Andersen, and further build its brand name." But Lazarus
writes that Andersen's ads by Y&R Advertising, N.Y.,
"weren't particularly memorable" and Andersen "missed the
boat on some sort of post-tournament ad message, other than
a 'straight congratulatory message'" for Clarke that will
run in USA Today, the N.Y. Times and Wall Street Journal.
Lazarus writes Andersen should have done "something more
creative and meaningful. ... Guys, do a little brainstorming
and you realize you and your clients are shooting for the
green -- the real green" (CHICAGO TRIBUNE, 2/29).
