MacGregor Golf Selects New Agency. Again. And Again. And Yet Again.

Congrats to Dailey & Associates, who have just won the MacGregor Golf account. But don’t get too comfortable, fellas.
This story wouldn’t have piqued my interest except for the fact that I was an intern at an Atlanta agency in 1995 when it had the MacGregor account. And I remember it was a short-lived affair, one of many for the old clubmaker brand. So, with the help of the Adweek and Ad Age archives, here’s a little bit of MacGregor history for you:
February 27, 1995

MacGregor Golf Co., Atlanta, to Pollak Levitt Chaiet from Bockel Clark & Gill for its $2 million account.

August 14, 1996

MacGregor Golf Co., Atlanta, is reviewing its $2 million account from Pollak Levitt Chaiet, Atlanta.

October 13, 1997

Determined to start its second century with a return to prominence in the golfing industry, MacGregor Golf Co. last week placed its account at Howard, Merrell & Partners (HM&P) in Raleigh, N.C.

August 9, 1999

Equipment Maker Searches for Eighth Ad Partner in 15 Years. Less than six months after Howard, Merrill & Partners broke its first television advertising for MacGregor Golf, the client has sent out a request for proposal seeking a replacement, apparently without notifying the agency…

September 27, 1999

MacGregor Golf retained Fricks/Firestone, Atlanta, as its ad agency, replacing Howard Merrell, Raleigh, N.C.

February 14, 2000

In a departure from category advertising, Fricks/Firestone’s new television spot for MacGregor golf clubs uses a rock jingle and aggressive humor to promote the client’s hand-manufactured irons.

May 15, 2000

MacGregor Golf has been quietly contacting agencies about its oft-moved advertising account, according to sources. Currently, the estimated $3 million account is at Fricks/Firestone here.

September 24, 2001

MacGregor Golf, Atlanta, selected Magnani Continuum Marketing, Chicago, to handle strategic brand development, broadcast and print advertising, pr, retail promotions, direct and event marketing, Web activities and other support. Account is estimated at $8 million.

January 24, 2005

Norman, ‘Passion’ Tee Off In $12M+ MacGregor Pitch Albany, Ga.

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for TalentZoo.com. Dan published the best of his TalentZoo.com columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.

  • http://adpulp.com David Burn

    Interesting. I interviewed for that Magnani job back in January.

  • http://rexblog.com Rex Hammock

    How the memories are flashing back. I can take the story back before 1995. From 1985-91, I was employed at the Buntin Agency in Nashville. For most of that period, Buntin Advertising handled the MacGregor Golf account. I headed up Buntin Public Relations at the time and can recall a few good memories (I tend to blackout the miserable). Jack Nicklaus won his last Masters during that period and I got to “handle” all of the PR related to his “revolutionary” ZT Putter. Nicklaus, who was “owner” of the company at the time, was, well, I’ll stop there…