Matthews/Evans/Albertazzi Lands in Top-Flite's Cart

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Top-Flite Golf Co., a subsidiary of Callaway Golf Co., hired Matthews/Evans/Albertazzi, San Diego, as its marketing agency of record.

MMB, Boston, was the incumbent.

"Our key challenge is to help them reposition the brand and strategically restore its connection to golfers and then, of course, create the advertising, interactive and marketing programs that will communicate those changes," said Jim Matthews, president/CEO of Matthews/Evans.

Services include strategic communications, planning, creative development, ad promotions, direct marketing, e-mail and search marketing. Matthews/Evans is devising the 2007 campaign to introduce a new Top-Flite ball.

The agency has a relationship with Callaway, having introduced the manufacturer's golf ball in 1999. It also will continue work on marketing for Callaway's Odyssey brand, which it has done since 1999.

Top-Flite, Carlsbad, CA, holds several patents on golf ball technology. But the company underwent some upheaval in the past five to six years due to financial deals and rapid change in golf ball technology.

"Brands have needed to reposition themselves to match up with the expectations of golfers," Mr. Matthews said.

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