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Volume 24 No. 115
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USTA Hires DDB And McGarryBowen To Handle Brand Marketing

The USTA has hired DDB, N.Y., and McGarryBowen, Chicago, to handle marketing "after a review." McGarryBowen will work on promoting the U.S. Open Series, while DDB will handle the USTA brand. USTA CMO Sue Hunt said that DDB will focus on "marketing efforts towards recreational play, rebranding USTA and 'branding what the USTA means, brand promise and launching a tagline.'" When asked why the organization went with two separate agencies, Hunt said, "We consider these brands to be very, very different" (ADAGE.com, 1/7).