TaylorMade Golf Pacific has teed up Innocean Australia as its media partner, taking on strategy, planning, investment and performance activation for the brand across the Australian market.
The remit covers audience and channel strategy, media investment and partner negotiation, digital and performance activation, and the technology, data and measurement framework behind it. The partnership is scheduled to go live in the fourth quarter of 2026, ahead of the Summer of Golf and the Masters.
“We have a clear growth agenda for TaylorMade in Australia and we were looking for a genuine partner to deliver it with. Innocean brought the rigour we were after, and a determination to connect everything we do across marketing with how we invest in media, so we can measure that investment and hold it to results,” said Damian Tsouris, marketing manager, TaylorMade Golf Pacific.
“TaylorMade is a prestigious, market leading brand and we are very excited to be partnering with them. We look forward to growing their footprint in Australia at a time when golf participation here keeps expanding. Media, technology and data will be central to that, bringing unified measurement and keeping the media investment working in synergy with the rest of TaylorMade’s marketing efforts,” said Jasmin Bedir, CEO, INNOCEAN Australia.
“TaylorMade is a brand with real ambition in this market, and this partnership is exactly the kind of relationship we want to build our media practice around: The TaylorMade mindset resonated with us straight away: always striving to get better and the dedication to craft exemplified by their market leading product and athlete line-up. Our job is to apply that same thinking to growing TaylorMade in Australia, through the media, data and technology we bring to it. We have an exciting summer of golf ahead,” added Tom Cumberworth, general manager, Media, Innocean Australia.
The appointment adds TaylorMade Golf Pacific to Innocean Australia’s media roster and extends the agency’s presence in the sport and lifestyle category.
