Cobra-Puma Golf | Company Profile, Marketing Contacts, Media Spend, Brands
Cobra-Puma Golf., headquartered in Carlsbad, CA, manufactures golf equipment. The company's products include: Baffler Multi-Metal irons, Gravity Back metal woods, bags and accessories. Cobra was acquired by Puma AG in March 2010.
|Main Telephone||(760) 710-3500|
|Main Fax||(760) 930-2125|
Cobra-Puma Golf ContactsContacts (5/6)
|Bob P.||President & Chief Executive Officer, Puma North America||CA|
Sample of Associated Brands
|Jose M.||Vice President, Marketing||CA|
|Rachel R.||Communications Manager||CA|
|Mike W.||Senior Supply Planning Lead||CA|
|Michael D.||Marketing Manager||CA|
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Campaign Imminent: Cobra Puma hires JWT as creative AOR
Subject: Print, TV, online, digital, video, sponsorship
Company: Winmo profile) golf equipment manufacturer operated as a subsidiary of Puma. Cobra Golf makes clubs and accessories and Puma Golf makes footwear, apparel and accessories.
Opportunity: Hired JWT, New York as creative AOR, about two years after the WPP shop became parent Puma’s lead creative shop. Cobra Puma, like most golf equipment companies, tends to run most of its advertising in the first half of the year. So, start pitching now. JWT is reportedly already working on a new global brand campaign that will include TV, digital, print and social media executions.
Look for spending to be higher than usual sinceNational Golf Foundation. Also, last year there was a larger percentage of golfers under 40 then over the age of 50.
An edge should go to endemic sellers with high engagement rates among golfers ages 30-39 since this demo represents the highest percentage of core golfers, according to the research. While almost all of Cobra Golf’s display presence this year was with golf related publishers, ads did run on GQ.com and architecturaldigest.com – perhaps signaling openness to target ads demographically. Media is handled in-house, according to The List.
Incumbent: WPP sibling VML
Media Spend: Cobra Golf spent $4.3 million on measured media last year, up slightly from $4 million in 2013, Kantar Media reports. Almost all of Cobra’s budget was allocated in the first half of the year and primarily targeted national magazines. Cable TV and display were also part of the mix.
TV Breakdown: Since January, $796,00 has supported national TV ads, even with spending last year, according to iSpot.tv. All of this year’s ads have run on Golf Channel (see show targeting right) and most of this activity came after October. On the contrary, last year Cobra also ran ads with various ESPN networks and all buys were placed before July.
Digital Breakdown: Almost all of Cobra’s display ads are placed site direct and appear on golf publishers like golfchannel.com, golf.com, golfdigest.com, pgatour.com. A small part of the mix included non-golf specific sites like si.com, newyorker.com, barstoolsports.com and gq.com.
1818 Aston Ave.
Carlsbad, CA 92008
Senior Director, Global Marketing
Manager, Digital Marketing