MullenLowe and Carmichael Lynch Media Win United States Golf Association Account

Creative agency MullenLowe, with Carmichael Lynch Media, has secured an iconic new account: the USGA, a nonprofit organisation that governs and promotes the game of golf. With almost 130 years in existence and a solid foundation in the sport, USGA has brought on the two IPG agencies to stay ahead of change and help deliver increased brand growth and awareness. 

MullenLowe’s assignment goes beyond a Championship campaign. The strategic framework will reveal the organisation’s story in a way it hasn’t been told before and embrace a broader community. As the game of golf faces an array of challenges and opportunities, MullenLowe will guide the brand’s response to drive engagement around its strategic pillars and represent the future of the sport.

“Our team’s passion for the game was a driving force behind this win. We believe creativity can transform the way people connect with the sport, and we are excited for the opportunity to work with such a legendary organization,” said Kelly Fredrickson, president of MullenLowe Boston and New York. “We are also very excited to partner with Carmichael Lynch Media, which is handling media strategy and execution. We are like-minded in how we think about audiences and have a digital-first approach. With a sharp focus on creative, our granular level of subculture insights, and their hands-on keyboard approach to media optimization, it’s a win-win.”

Carmichael Lynch Media will aim to expand brand awareness and familiarity with the USGA and the many ways the organization works to unify, showcase, govern and advance the game. They’ll be helping to drive ticket sales to USGA Championship events, activating brand creative work developed by MullenLowe, and enhancing USGA initiatives and activations.

“MullenLowe and Carmichael Lynch Media offer a seamless integration of creative and media thinking that will enable USGA to not only engage passionate fans, but also identify new ones,” said Neil Goodspeed, director of media and senior partner at Carmichael Lynch Media. “Working with the USGA plays into our audience-first approach, which is guided by consumer behavior and driven toward each desired brand action. Personally, I’ll finally be able to talk endlessly about golf and call it work at the same time.”