Splendid won the account after pitching against four agencies, including Exposure. LTA consumer comms manager Dixon Clarke said there would be a greater emphasis on online marketing.
With a new chief executive - Roger Draper, formerly of Sport England - at the helm, other elements of the organisation's comms strategy are being reconsidered, though nothing is currently up for pitch. Brunswick is retained for corporate comms.
An interim head of comms started last week. Patrick Muguirk - formerly marketing and comms director at outsourcer Liberator - will be in the role until the end of July. Previous postholder Kris Dent left for The Sony Ericsson WTA Tour (PRWeek, 10 March).
In a separate development, the LTA's public funding body, Sport England, is on the hunt for a head of corporate communications following the resignation of Bruce Phillips.
He is expected to stay until the end of June and is understood to have been in the frame to replace Dent at the LTA - Draper was Phillips' boss at Sport England.
However, the LTA denied the role would go to Phillips, who was unavailable for comment.
The governing body for British tennis is jointly funded, by government - through Sport England - and by commercial partners.
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