VCCP bags global creative account for Wimbledon

The All England Lawn Tennis Club, which organises the Wimbledon Championships, has appointed VCCP as its global creative agency of record. VCCP was appointed following a competitive pitch against Uncommon Creative Studio. Pablo was invited to pitch but decided not to take part. 

The incumbent on the account since 2016, McCann London, declined to repitch. 

VCCP will work with the All England Lawn Tennis Club to develop a new global advertising strategy for Wimbledon to expand the audience.

Usama Al-Qassab, marketing and commercial director at the All England Lawn Tennis Club said, “We are delighted to be working with VCCP as our creative agency of record to develop the global campaign for The Championships and continue to invest back into the UK’s creative community.”

As part of VCCP’s remit, campaign content will be syndicated to TV networks around the world including the BBC, ESPN in North America and Latin America, Eurosport in Europe, Sky-Italia, Amazon Prime in Germany, Star India, Channel Nine in Australia, and CCTV and Tencent in China.

Michael Sugden, chief executive of VCCP said, “This is a wonderful opportunity to define a new creative story for one of the most iconic sporting events in the world. We are incredibly proud and excited to have the responsibility for this in 2025 and beyond.”

Interpublic has held the account since 2016 when a group of IPG agencies led by McCann London won against a team put together by WPP, which included Grey; an IMG team that included Droga5 (now part of Accenture Song); and a joint effort from BBH and BBH Sport.

In 2023 McCann London’s campaign for Wimbledon, Always like never before, included an emphasis on attracting more young fans around the world. The campaign returned in 2024.

The shop also made The stage awaits in 2022 and It’s a Wimbledon thing in 2021.

Uncommon has been approached for comment.