Date: Jun 2016
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Published: June 2016

Short Rationale: The All England Lawn Tennis Club (AELTC) has launched a new strategic brand positioning and campaign for The Championships, Wimbledon, under the platform “In Pursuit of Greatness”.

“In Pursuit of Greatness” is the first major campaign launched by the AELTC for The Championships. Developed by McCann London as part of the integrated IPG team, “In Pursuit of Greatness” is designed to celebrate the Wimbledon brand through communicating The Championships’ constant quest for improvement.

The platform will be brought to life through a range of content in advance of and during The Championships 2016, and will be distributed by the AELTC and its broadcast and Official Supplier partners.

As part of the first wave of activity, McCann London has developed online films demonstrating the exacting standards that go into creating the world’s premier annual sporting event. The films are told through the voices of some of the individuals whose roles help to make Wimbledon so unique – a ball boy, the head groundsman, a technology expert and the CEO.

Additional content will be generated throughout the two weeks of The Championships, all of which will run across Wimbledon’s social channels - including Facebook, Twitter, Instagram, Pinterest and YouTube - and deployed via programmatic targeting to US and UK audiences. Content partnerships with key influencers were developed and delivered by UM, part of the IPG Wimbledon Team, and deployed via programmatic targeting to US and UK audiences.


Chief Creative Officer: Rob Doubal

Creative Director: Chad Warner

Art Director: James Rooke, Alexei Berlitz

Copywriter: Imogen Jones, Rob Webster

Additional Credits: Head of Integrated Production: Sergio Lopez

Executive Producer: Sophie Chapman-Andrews

Producer: Michelle Prinsloo

Business Affairs Executive Producer: Melita Watt

Head of Strategy: Theo Izzard-Brown

Managing Partner: Tom Wong

Account Director: Alba Berdala

Account Manager: Christos Cardovillis

Project Manager: Sarah van-Uden

Production Company: Craft

In Pursuit of Greatness content

Director/Editor: Oliver Goodrum

2nd Editor: Simon Eustace

Post Production: Raised By Wolves

Motion Graphics: Oficina Prague

Music Composer: Nico Casal

Wimbledon Weekend Content

Animator: Alixe Lobato, Dario Saquetti

Illustrator: Ben Hasler

Designer: Lottie Sole, Colin Lee

Music: Homecoming 2

Media Planning and Buying: UM

Strategy Director: Ella Goldner

Global Account Director: Sam Pitt

International Account Manager: Reka Kerti

Senior Manager, Integrated Investment: Denise Manukian

VP, Group Partner, Portfolio Management: Diana Steblai