Drummond Golf appoints Spinach to its strategic planning and creative account
Australian golf retailer, Drummond Golf, has appointed Spinach to manage its strategic planning and creative account.
The news comes just three weeks after Jalna Dairy expanded its relationship with the agency to include media, social media and digital, alongside its creative account.
Drummond Golf has appointed Spinach to its strategic planning and creative account
Drummond Golf marketing director, Ravi Abeyaratne, said the appointment of Spinach comes ahead of what he anticipates will be a big year for the brand.
“It’s going to be a massive year for golf in Australia with Tiger Woods heading down under to captain the US team at the Presidents Cup. We can’t wait and we’re thrilled to have Spinach to help us. I met this team when we went to pitch in 2016 and was suitably impressed with their depth – albeit, we made another choice at the time. I’m very much looking forward to what will be an important year for both our brand and the sport,” said Abeyaratne.
Spinach general manager Ben Willee said: “We’re excited to have the opportunity to work on what is one of the country’s great retail brands at an immensely exciting time for the Drummond Golf business.”
In December last year, Drummond Golf launched its first brand campaign via JWT – now part of Wunderman Thompson.
The challenge with Golf advertising is you have two customer streams – the one that watches it on TV when Tiger comes to town, and the one that plays it every Saturday at their local club.
None of the brands that play in this space market themselves effectively to the weekend warriors.They just do the ineffective mass brand campaigns alongside the TV events that have limited ratings cut-through. Brands who want to attract actual sports participants in sports- need to forget sponsoring/Advertising the professional game – and find ways to target the grassroots clubs/members effectively. This is where the base lives – and anyone who can do it successfully will reap rewards.
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