Callaway Golf Company earlier this year promised it would add $25 million to its marketing budget for 2012. Part of that budget addition apparently includes what the company calls the establishment of an “advanced, creative position” for multiple Emmy and Grammy Award-winning actor, musician and golf nut Justin Timberlake. A Callaway staffer since 2008, Timberlake will act as creative director for the Callaway portfolio of brands. Callaway says Timberlake will “engage in the development and execution” of high-level concepts within its marketing activities and offer wide-ranging consultation on the visual representation of the brand.
In a way, the multi-year agreement harkens back to Callaway’s halcyon days when founder Ely Callaway ruled over a company that was an industry leader in marketing. Callaway Golf has lost much of its luster (and metal woods market share) since Ely Callaway died in 2001.
“We have worked with Justin for more than three years now and have been thoroughly impressed with the level of quality he brings to everything he is involved with,” said Jeff Colton, Jeff Colton, Sr. Vice President of Global Brand and Product for Callaway Golf. “Justin is an extremely gifted artist and an avid golfer with a deep passion for Callaway products, and his creative energy will serve us well as we connect with the next generation of golfers. The opportunity to bring someone with his multifaceted talents into our creative matrix is very rare, and his input has already made an impact.”
Colton said Timberlake’s initial work as a creative director for Callaway will support the company’s 2012 RAZR line, including the recently introduced RAZR Fit driver. Callaway’s 2012 product line will launch in the first quarter of next year via the Company’s upcoming “Epic Demo” campaign being shot this week in Las Vegas across several iconic city landmarks, including the Bellagio Fountain. Timberlake’s contributions to Callaway’s Epic Demo campaign, which features Callaway staff professionals Phil Mickelson and Alvaro Quiros, includes collaboration with the creative teams and director Joseph Kahn.
“It’s always great when professional projects surround subjects that I am passionate about, and the sport of golf and my work with Callaway definitely fit that criteria,” said Timberlake. “I’m looking forward to bringing a fresh perspective to this category — focusing on the social aspects, fun and lifestyle associated with Callaway and playing golf.”