Elevating the executive profile of American Golf

PR & Reputation Management Company

Corporate Profiling

the challenge

American Golf, the UK’s largest golf retailer, sought to raise the external profile of its executive board ahead of the planned sale of the business. The objective was to position board members as industry leaders by showcasing their expertise across a range of sectors including HR, accounting, retail, marketing and business.

The challenge was not only to secure meaningful media coverage but also to ensure visibility at key industry events and recognition through prestigious awards so potential investors would see the strength of the entire C-Suite.

the approach

We developed and implemented a multi-faceted communications strategy designed to amplify the voices of the executive team and build credibility within their respective fields.

We began by leveraging the individual expertise of board members, aligning each with relevant sector media. This targeted approach allowed us to tailor pitches and stories to the interests of journalists covering HR, finance, retail and marketing, ensuring a higher likelihood of coverage and editorial engagement.

We also crafted and submitted compelling entries for major industry awards. Each submission was carefully written to highlight leadership, innovation and measurable business impact, increasing the chances of shortlisting and eventual success.

Recognising the value of thought leadership beyond the page, we also ensured that American Golf’s board members were represented at the most relevant and high-profile industry events. We secured speaking slots, panel appearances and round table invitations, allowing executives to engage directly with peers, stakeholders and media in a live setting.

As LinkedIn was a primary entrance point to the brand for potential investors, a LinkedIn training session was delivered by Smoking Gun to ensure consistent brand messaging and compelling content were posted.

Scott Taylor, Marketing & CRM Director at American Golf, said:

“The unique skill set and experience of Smoking Gun’s B2B team has helped American Golf stand out in a highly competitive corporate landscape.

“They are not just a supplier but an integral part of the team, working alongside us to tell our story and achieve the best results for us as a business.”

the results

Our campaign delivered significant and measurable outcomes. A standout achievement was a full-page CEO profile featured in The Observer, alongside a broadcast interview on City AM TV, both of which elevated the public presence of the brand’s leadership.

Across B2B media, the campaign secured over 150 pieces of coverage, including 18 articles that directly profiled members of the executive board. Each of American Golf’s five board members received impactful and relevant media exposure, successfully meeting the goal of raising their individual and collective profiles.

The awards strategy proved highly effective with 100% of entries reaching the shortlist stage and several going on to win. These included the CEO being named as Executive Leader of the Year in the 2024 People in Retail Awards. This recognition further validated the board’s leadership credentials and the company’s success under their direction.

Additionally, board members were featured on podcasts tailored to their specific sectors, offering opportunities to speak in depth about their experience and vision. Meanwhile, the strategic event placements allowed executives to participate in key industry conversations, further reinforcing their thought leadership roles.

In summary, the campaign succeeded in positioning American Golf’s executive board as visible, credible and influential voices within their respective areas of expertise – delivering long-term reputational value for both the individuals and the brand and providing confidence in the board to an investment audience.

Sign up for our ingenious newsletters

Our Awards

Sign up for our
ingenious newsletters