Global Edition

Maxfli appoints S2

12.05am 12th February 2002 - Corporate

Specialist sports pr agency S2 has been awarded the UK pr account for Maxfli Golf.

Angus Macdonald, account director, is delighted with the new contract: “We’re thrilled to have the chance of working with Maxfli. In the new A10 brand they have a top quality range of products and we’re looking forward to ensuring that they achieve the high profile that they deserve.”

Andrew Keast, European category manager at Maxfli, said, “S2 have the expertise that we need to really push our 2002 product range. It’s an exciting year for Maxfli – increasing the brand exposure for our premium golf ball range is a major part of it”.

S2’s brief, which starts with immediate effect, will involve running the UK press office as well as developing the pr strategy to support the introduction of the new A10 golf ball, irons and soft goods range. The recent announcement of the distribution and licensing agreement between Maxfli and TaylorMade enables S2 to manage the trade and consumer pr for both companies in the UK.

The announcement about Maxfli follows quickly upon the agency’s restructuring after Anabel Sexton, managing director and co-founder of S2, left the London-based company to take up the newly created position of European brand communications director at – TaylorMade adidas Golf, one of S2’s biggest clients.

“Leaving S2 was obviously a difficult decision,” she said, “but the company is in a healthy position after an excellent 2001 and I have total confidence in the team that I have built up to continue delivering a first class service.”

As part of S2’s re-structuring the agency’s co-founder, Angus Macdonald has been appointed to the board and will assume responsibility for overall client direction, while Tim Howland has become a non-executive director. Having worked closely with S2 on Wales’ successful Ryder Cup bid, Howland had no hesitation in becoming involved. “S2 has consistently demonstrated the value of a specialist sports agency,” he said. “I’m proud to be involved with such a well-respected and capable organization and I’m very excited about it’s future.”

Established in 1999, S2 is a small, highly creative team of communications professionals, all with a serious sporting pedigree. The company specializes in pr, marketing and event management – all specific to the sports industry. S2 clients include TaylorMade adidas Golf, The Sunday Times, Lexus, Help The Aged, The Golf Foundation and Jonah Lomu.

S2 Ltd

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