Titleist runs a full-page ad in USA Today
congratulating Vijay Singh, who uses the company's ball, on
his victory at The Masters. Singh, who is represented by
IMG, signed a deal with Cleveland late last year to use the
company's irons. He also plays with a Mizuno driver, uses a
Scotty Cameron putter, wears FootJoy shoes and has another
endorsement deal with MA-based Arch Communications (THE
DAILY). Singh was interviewed this morning by Bryant Gumbel
on CBS' "The Early Show" ("The Early Show," 4/10).
NO CHANGES AT AUGUSTA: BUSINESS WEEK's Mark Hyman
writes that The Masters' "almost cavalier attitude toward
cash allows the all-male, overwhelmingly-white membership of
Augusta National to retain steely control. The less these
anti-sports-marketers trumpet their tournament, the larger
its legend seems to grow" (BUSINESS WEEK, 4/17 issue).
GARFIELD, ON CALLAWAY: AD AGE's Bob Garfield gives the
new ad campaign for Callaway Golf's new ball line, via
Matthews/Mark, San Diego, two and a half stars. The
campaign is a series of 12 "very funny mockumentary
testimonials from golfers who believe they can explain" the
ball's "technological secrets." Garfield: "The charming
subversiveness of the campaign may generate enough word-of-
mouth to give the new balls a certain cachet, but we'd bet
against it" (AD AGE, 4/10 issue).
