Big corporations typically assign an ad agency of record before a brand campaign is started.

"There will be a new brand campaign, I would call it, with a goal of launching in the first quarter of 2001," she added.

The idea for the new brand campaign was in the works for 10 months, said Mr. Smith.

The initial assignment will be to develop a brand campaign for the company's 65 stores, catalog business and Web site (edwinwattsgolf.com).

It's believed to be the largest single brand campaign ever to run solely in magazines.

A worldwide brand campaign is to be introduced early next year.

"But we're breaking a $50 million brand campaign that will run all year long," she added.

"This is not a brand campaign," she said, "but the way we focus on the engineers says something more about Hewlett-Packard."

The designers are tasked with creating a brand campaign for their collections.

The Live Brilliant global brand campaign started in 2012.