LTA serves brief to The&Partnership and The Kite Factory


Independent agency network The&Partnership has been appointed as creative agency of record for the LTA.

The company said it won the brief after a competitive pitch process.

Independent performance media agency, The Kite Factory, joins them as the LTA’s media planning and buying agency.

LTA and tennis

The LTA govern and develop tennis across Britain, from grassroots participation through to the professional game.

Following a rebrand in 2019, the LTA is on a mission to open up the game. The aim is to make it more relevant, accessible, welcoming and enjoyable for all.

The agencies will be working to deliver on this vision and create a larger cultural impact for tennis; taking the sport out to a wider audience across the UK.

The&Partnership – appointed after a process run through Creativebrief – will be responsible for integrated services including brand strategy, creative, content, social and PR.

The Kite Factory will lead on the organisation’s media strategy, planning, execution and delivery of all paid campaigns.

In June 2019, the LTA appointed Richard Daish as Marketing and Commercial Director. His previous roles include working for Garmin, Nike and Chelsea Football Club.

“Our ambition is to show that tennis is truly a sport for anyone, by challenging perceptions and through innovative consideration around how we activate our people, products and with our partners” Daish said.

“We are impressed with the creative, game-changing and cutting edge approach demonstrated by both The&Partnership and The Kite Factory.

“We are looking forward to working with both agencies at this exciting time for our sport.”

New platform

The first task for The&Partnership is to develop a new creative platform which will broaden the appeal of the sport, delivering audience-focused campaigns throughout the 2020 calendar.

The Kite Factory will be developing a full media plan in support of the campaign calendar.

Steve Parker, The&Partnership said: “We are delighted to be working with the LTA, joining them on their mission to transform the perception of tennis in the UK.

“They have an inspiring vision for ‘brand tennis’; we look forward to partnering with them to make the game more relevant, accessible, welcoming and enjoyable for all.”

James Smith, Client Services Director at The Kite Factory said: “As an independent agency, we’re delighted to have been appointed as the long-term partner for the LTA and look forward to embarking on the journey of delivering on the new vision, alongside The&Partnership.”