McCann London, Octagon and UM won the multi-million pound brief to promote the AELTC’s The Championships, Wimbledon, outside of the UK and help develop its brand after a competitive pitch.
McCann won the pitch against a team put together by WPP, which included Grey; an IMG team that included Droga5; and a joint effort from Bartle Bogle Hegarty and BBH Sport.
Mick Desmond, the commercial and media director at the AELTC, said: "After a thorough process we’ve appointed IPG, led by McCann London, as our agency partner. Throughout the process, the IPG team worked with us as partners, demonstrating skill, commitment and insight in solving our challenges.
"Our objective is to enhance the strength of the Wimbledon brand worldwide, and we are confident that IPG are the right partner for that task."
It is a new brief and there was no incumbent on the account.
Mark Lund, McCann Worldgroup UK’s chief executive added: "We recognised early that marketing opportunities of this nature don’t come along too often – it’s easy to apply superlatives with a 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 superbrand in a sympathetic and commercially astute way."