News

VCCP start-up Stephens Francis Whitson (SFW) has been charged with developing a pan-European customer management programme for golf club manufacturer Callaway Golf. The pitch was handled by The Haystack Group.

Claydon Heeley Jones Mason last week claimed to have resigned the account, which it had held for four years (PM July 8).

The first stage of the project is to develop a pilot strategy which, if successful, will act as a blueprint across Europe. Chas Sharp, European marketing manager for Callaway Golf Europe, states: "Customer management will become increasingly important to us. We were impressed by SFW's passion and obvious pedigree."
Chris Watson, planning partner at SFW, says: "Once you've bought the club, there's no further interaction between maker and customer. Given the amount of equipment available, there's the potential for highly lucrative cross-sell and retention activity."