Twenty Twenty Five has started with a bang in the golf industry, with the launch of The Loop, a new full-service PR and marcomms agency that is being backed by bespoke golf accessories powerhouse, PRG Golf.
The Loop will be headed up by former Golf Monthly Editor and Future Publishing Content Director Michael Harris, alongside joint partners Paul O’Hagan, Chris Barrett and Alex Narey.
O’Hagan and Barrett will join the new venture later this month from Acushnet Europe, with the former currently serving as Marketing Manager EMEA for FootJoy, while Barrett has led the brand’s creative direction in the UK for over ten years. Meanwhile, Narey – a journalist for over 20 years with the likes of Golf Monthly and the Daily Telegraph – brings recent agency experience, having been head of Content & Media with golf tourism and PR specialists Azalea since February 2022.
The Loop will fully launch at this month’s PGA Show in Orlando. Offering a complete marketing and communication, public relations and representation service, the agency will draw on the team’s creative background and deep knowledge of the golf media landscape.
With over 60-plus years’ combined experience working in senior roles spanning media, design, marketing, sales and communications, The Loop’s collaborative approach will aim to deliver the best ideas to create and support engaging and premium PR campaigns, predominantly across the golf equipment, apparel and travel sectors.
As well as being engaged with brands and destinations, The Loop will also set out to differentiate itself from other agencies by staging events and representing content creators, with a remit on partnership and relationship building, as well as mentoring and management.
And to further enhance its offering, The Loop will also produce its own in-house content, headlined by a high-end, consumer-facing quarterly print journal with a focus on standout stories around people, places and products. The first edition will be launched ahead of the 153rd Open Championship at Royal Portrush.
“With more brands, venues and content creators than ever before there has never been a better time to be a golfer,” said O’Hagan.
“At the same time, it is more challenging than ever to cut through the noise and stand out from the crowd. The Loop stems from our strong belief that through creativity and knowledge we can create passionate and dedicated audiences that secure success for brands and destinations, whatever their vision might be.”
Harris added: “Having worked in the golf industry for over 20 years, I have seen the transformation from traditional print media to a dynamic content creator-led digital media landscape that we have today. The game is now starting to engage with new communities and audiences – and creators are playing a lead role in this new era for golf.
“We feel there is a gap in the market for an agency that does things a little differently from the norm and believe our connections and creative backgrounds offer a true USP.”
The newco is being supported by bespoke golf accessory company, PRG Golf, and will have offices in both the US and the UK, with the former headquartered in Vista, California. With the backing of PRG, The Loop will have a strong US presence, with a view to targeting new business and utilising PRG’s long-standing relationships in North America.
Owned by Direct Line HK Limited, PRG is widely regarded as one of the world’s leading suppliers of innovative, high-quality bespoke golf accessories. With its own production facilities in Asia, the company – which was launched in 2006 – prides itself on designing and manufacturing custom golf accessories of the highest quality while striving to keep a balance with affordability.
PRG works with the vast majority of OEMs, major golf tournament events in the game as well as over 7,000 accounts (golf courses, resorts, stores and corporate companies) in over 35 countries worldwide, producing over seven million customised products each year.
Stephen Riley, CEO of PRG, said: “The vision of The Loop is one we at PRG wholly share. They have a team that brings together many skill sets in the industry, from marketing, sales, PR and content, and we are delighted to be part of the journey ahead.
“We have been very impressed with the level of passion and detail they have shown in order to bring the new agency to life, and the connections and focus they have – both in the US and Europe – makes it the perfect fit for us.”