Branded has been given the task of identifying the reasons behind tennis' lack of popularity with young people over the age of 11.
It will work with the LTA to develop an initiative to inspire older children either to continue playing tennis or take it up. The LTA has had success with its Mini Tennis programme, a child-friendly version of the game for under-11s.
Issues to be addressed include competitions for 11- to 17-year-olds, the training environment and tennis' image as perceived by older children. Branded senior consultant Giles Thomas said: "The aim of the project is to make tennis part of the teenage lifestyle."
The agency will also create a sub-brand, which will form a natural progression from Mini Tennis.
Branded's appointment follows the news that LTA director of marketing Steve Curzon is to join Suffolk brewer Adnams as its head of marketing. It is not yet clear whether the LTA will replace Curzon.
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