GREENVILLE, SC: Dunlop Sports Group America has selected Jeff Dezen Public Relations (JDPR) as its North American AOR as the company severs most of its licensing arrangements and begins to market its brands.
JDPR will provide brand development and PR planning for Dunlop's golf, tennis, squash, and badminton business units in Canada, and across all divisions, except for golf clubs, in the US. Licensee Focus Golf Systems will continue to market golf clubs in the US. The agency had already been working with Dunlop on projects for several years.
Jeff Dezen, president of JDPR, said it was premature to discuss forthcoming initiatives, but said the company and the agency would focus on a full marcomms spectrum from athlete and tour sponsorships, comprehensive media outreach, online outreach, and celebrity partnerships.
"Dunlop has only recently taken back its licensing relationships," Dezen said, adding that companies licensing out their products "sometimes [experience] a fragmentation, which challenges the one-voice, one-song approach to strategic marketing."
Dezen noted that Dunlop's new approach would be a "calibration of the brand message, rather than a radical change."
Ken Daiss, Dunlop VP of finance and CFO, said the company was repositioning itself in the eyes of costumers and the media. With the company directly marketing and distributing the brand, it plans to let the trade media and customers know it is creating a new infrastructure to increase product availability.
"There will be a much more synergistic brand messaging and brand presence in the marketplace," Dezen said.
Billings are still being worked out, according to Dezen.