Hill & Knowlton Strategies | Agency Profile, Contacts, AOR, Client Relationships
Service: public relations & communications
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Hill & Knowlton Strategies Contacts
|Christopher G.||Global Chief Information Officer||London|
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|Simon S.||Chief Creative Officer||London|
|Richard M.||Global Chair, Creative Strategy||London|
|Jason F.||Senior Vice President, New Business & Marketing||London|
|Avra L.||Director, Consumer Packaged Goods||London|
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Digital, Agency Opps: LTA CEO leaves after grassroots brand building
Subject: Sports, Tennis, Millennials, Digital, PR, Social Media.
Company: Lawn Tennis Association (LTA), is the national governing body for tennis in Great Britain with the mission of helping more people play tennis more often.
Opportunity: Announced that boss Michael Downey is resigning his position in June to return home to Canada and take up a position as CEO at Tennis Canada. For the past three years, he led a grassroots initiative and focused on expanding tennis courts in parks and public areas versus past emphasis on traditional, often exclusionary, clubs. The LTA is currently searching for a replacement to maintain this momentum and continue growth.
In May 2016, the organisation worked with Ground, by November. The BBH campaign, in particular, is a part of a two-year strategy to increase summer involvement that ran across TV, radio and outdoor. Don't expect marketing moves to shift dramatically until late 2017.
Downey leaves during LTA's highest spending period, mid-year around Wimbledon, which this year occurs 3-16 July. Sellers should already be volleying for omnichannel opps and be prepared for digital trick shots.
A new CEO may kick off a slew of marketing leadership changes, but it's too early to speculate. Digital, sports and media agencies should practise their serves before the big match. Expect continued youth targeting and in the meantime, check out these luxury and family-oriented chances: British Triathlon.
Market Goal: LTA hopes to to increase spending on participation by more than 50% to £26.m by 2018. The organisation tried to reverse the drastic drop in participation among 16-25s throughout 2016 with emphasis on sponsorship and digital.
Digital Breakdown: Last year, LTA spiked desktop spending to £18k to nab 5.3m impressions. The chart to the right detail spending share. As you can see, programmatic was preferred. Top publishers include ebay.co.uk, express.co.uk, answers.com and livejournal.com.
Competitors: As these recent briefs target kids, it’s increasingly important to attract them early on before distractions and other interests take hold. Sports popular in the UK that are attracting child athletes include football, cricket, rugby, badminton, swimming and rowing, to name a few.
Target Market: The tennis-obsessed, families and kids looking to play.
Lawn Tennis Association
National Tennis Centre
100 Priory Lane
London, SW15 5JQ
T: +44 (0)20 8487 7000
Mr Alex Mawer
Marketing & Communications Director