Honma Golf Names Kastner & Partners NA As AOR

Honma Golf is naming Kastner & Partners, North America (K&P) as its AOR, following a multi-agency review.

There was no incumbent agency.

K&P will handle brand identity, in-store activation, social media, digital, branded experiences, events, video and content production. Their first collaboration will debut spring/summer 2017. 

K&P was selected for its ability to grow international brands and unconventional vision. The agency is best known for its 30-plus year work on behalf of Red Bull.  

Honma and K&P will develop creative that conveys how the golf clubs are a craft and art form, not a manufacturing process.

According to Honma, it takes over six months and the hands of 100 skilled artisans to create just one of its clubs. 

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“Yes, Honma makes the best golf clubs around," stated Brandon Rochon, CCO, K&P, NA. Laying it on even thicker, he added: "But now we use creativity to breathe new life into the industry and put the swag back into the game … that’s a magic recipe that’s set to change golf culture forever.”

Honma has nearly tripled its U.S. ad spend in recent months. The company has spent $331,000 on advertising during the first six months of 2016, compared to $105,000 spent for the entire 12 months of 2015, according to Kantar Media. 

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