Bridgestone Golf | Company Profile, Marketing Contacts, Media Spend, Brands
Bridgestone Golf, based in Covington, GA, makes golf balls, bags and accessories. The company, a division of Bridgestone Corporation / Tokyo, is best known for their Precept brand and also uses professional golfers to endorse their products.
|Main Telephone||(770) 787-7400|
|Main Fax||(770) 786-6416|
Bridgestone Golf ContactsContacts (5)
|Angel I.||President & Chief Executive Officer||GA|
Sample of Associated Brands
|Hiromitsu K.||President & Chief Executive Officer||GA|
|Corey C.||Senior Director, Marketing||GA|
|Darrell M.||Senior Manager - Tour||GA|
|Kat D.||Analytics Project Leader||GA|
|*********** ****||**** ***** ****** *********||public relations||unknown||present|
|*********** ****||***||Media Buying, Media Planning||2016||present|
|*********** ****||******** *******||Brand strategy, integrated communications, promotions & point-of-sale||2016||present|
|*******||***** *********** | *********||creative||unknown||present|
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Male Media Opps: Bridgestone Golf names former Vera Bradley CMO as CEO (Score 36)
Subject: display, national TV, male marketing
Company: Bridgestone Golf, the self-described "#1 ball-fitter in golf." BG is based in Covington, Ga.
Opportunity: Named Angel Ilagan as CEO and president. In his new role, Ilagan will oversee all aspects of BG's operations and is tasked with growing its position in the marketplace. According to the company, he will provide strategic leadership across all of the company's cor business functions, including product planning, marketing and more.
Publicis' Optimedia was named BG's media strategy, buying and planning AOR last fall. While the account is managed out of Optimedia's Dallas office, broadcast and digital buying flows out of the NY office. Optimedia was chosen a few months after Corey Consuegra was promoted to senior director of marketing (he seems to be the top marketer).
The addition of a leader with Ilagan's marketing experience could signal not only a roster shakeup, but all the addition of more marketers in the future. Note that BG's score is relatively low; however, there are no mulligans in the agency world and things could move faster than we anticipate, given Ilagan's background.
BG has increased digital display and broadcast spend in 2016, so golf-endemic sellers should be securing their piece of this revenue now. According to Forbes, 2016 could be golf's greatest year ever, given the rise in millennial players. Therefore, expect spending to increase and for targeting to possibly shift moving forward.
New Product Launch: In March, BG announced it was ceasing its operations in the UK and Ireland. At the time, Consuegra stated that, because the US and UK businesses were operated separately, this would not effect US service or operations. He added that BG was looking forward to unveiling its "most significant" golf ball product introduction in eight years.
National TV Spend: So far this year, BG has spent $3.5 million to air nine spots 895 times. Note that the frequency of airings accelerated as the weather became more "golf-friendly" in the spring/summer. See
For the same period 2015, BG spent $2.3 million on national TV ads; $2.4 million was spent for the full year.
Digital Breakdown: Moat reports that BG has run 20 display ads on 100 publishers so far this year (1% mobile). Top ad destinations include golfchannel.com, golf.com, pgatour.com and golfdigest.com (54% placed site direct versus programmatically). BG has also run four video ads this year, 90% of which were placed site direct. As an aside, is there some law about golf that people who play must watch and visit only golf programming/websites?
For all of 2015, BG ran only one display ad on one publisher.
15320 Industrial Park Boulevard, NE
Covington, GA 30014
President & Chief Executive Officer
Senior Director, Marketing