Hole In One: Doner Awarded Golfsmith AOR

Doner has been named the creative agency of record for Golfsmith International, the client has confirmed. Ad spending on the account is estimated at between $35 million and $40 million annually.

Doner, a unit of MDC Partners, will be responsible for all creative integrated marketing efforts on behalf of the Golfsmith brand in the U.S. and the Golf Town brand in Canada, including television, radio, digital and print. The incumbent was Austin, TX-based Greatest Common Factory.

The award came following a review that was conducted by Hasan + Co. Doner’s first work on the account is expected to launch in early 2014.

“As we continue to grow our business and strengthen our brand, exceeding our customers’ expectations through service and expertise will be our focus,” said Lisa Zoellner, CMO, Golfsmith International. “Doner combines a deep understanding of our core consumer with a proven track record in retail.”

Golfsmith and Golf Town merged in 2012 in a transaction valued at close to $100 million. The company claims it is the largest specialty golf retailer in the world with 150-plus retail locations. In 2011, its last full year as a publicly traded company, Golfsmith reported revenues of roughly $390 million. 



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