Interpublic to boost Wimbledon’s global brand

A team of Interpublic agencies, led by McCann London and comprising Octagon and UM, has been appointed to grow the brand of the Wimbledon tennis grand slam in key markets worldwide.

The All England Lawn Tennis Club (AELTC), which operates the London-based tournament, said that the WME/IMG agency would continue to act as the organisation’s exclusive commercial agent.

The AELTC began the search for an agency partner in May 2015, with the Interpublic deal representing the first contract of its kind for Wimbledon.

“Throughout the process, the Interpublic team worked with us as partners, demonstrating skill, commitment and insight in solving our challenges,” AELTC commercial and media director Mick Desmond said. “Our objective is to enhance the strength of the Wimbledon brand worldwide, and we are confident that they are the right partner for that task.”

Mark Lund, chief executive of McCann Worldgroup UK, added: “We recognised early that marketing opportunities of this nature don’t come along too often – it’s easy to apply superlatives with an organisation as iconic as Wimbledon. Our work now is to help build the future and protect the legacy while helping to develop a globally significant super-brand in a sympathetic and commercially astute way.”