USTA Shifts to Martin Agency

BOSTON Interpublic Group’s The Martin Agency said it has added the U.S. Tennis Association as for ad chores following a review.

“We’ll be doing work for the upcoming Olympus U.S. Open Series and, of course, their marquee event, the U.S. Open,” said a rep from the agency in Richmond, Va.

The first work from Martin breaks this spring. TV and print will make up most of that effort.

The client spent $8 million on ads in 2008, per Nielsen. Much of its paid-media outreach understandably centers on the Open, one of the game’s major events, which begins in late August at the U.S. Tennis Center in Flushing, N.Y. USTA ads in the recent past have generally featured the superstars of the game, but there’s also usually some effort to build grassroots support for tennis among the masses.

Havas’ Arnold previously handled ads for the USTA.

In addition to Walmart and Geico, Martin handles various online and offline chores for several sports-oriented brands including Nascar, ESPN’s X Games and BF Goodrich’s Baja Racing initiative.

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.
Publish date: April 1, 2009 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT