Fletcher Martin Ewing (FME) recently promoted Alyson Belatti to Producer; Scott Briskey to Senior Account Manager; Lori Hullett to Account Supervisor; and Susan Stagg to Traffic Manager

Already named a top brand story of 2001 by “Advertising Age,” FME’s work for the Precept MC Lady golf ball has pulled in some additional honors. The campaign won “PR Week’s” Product Brand Development Campaign of the Year and was the Grand Winner of the Marketing Award for Excellence (MAX), presented by Georgia State University. Originally designed for women and golfers with slower swing speeds, the initial goal of the campaign was to promote the golfball beyond its core market. However, consumer research revealed that 95 percent of the Precept MC Lady buyers were men who were crossing out the MC Lady name or calling it “Laddie”...thus the birth of the “Are you man enough for the Lady?” campaign. The campaign launched with a media mailing comprised of golf balls wrapped in pantyhose and the teaser, “Are you man enough for the Lady?” The campaign also included a “Tell Us About Your Lady” essay contest. Since the campaign launch, the Precept MC Lady became the No. 1 selling golf ball in the nation in February 2001, with a male purchasing rate of 95 percent. The campaign has increased the MC Lady’s market share by 700 percent over the previous 12 month period.