Browning Tennis Rackets

AJD believe that many smaller advertisers never grow to become bigger clients because their agencies can't or won't give them the strategic planning and creative thinking they deserve.

We believe in investing time and effort in even the smallest campaign. Browning is a typical example. They chose us to launch their tennis rackets and tennis balls into the UK with a very small budget. The Browning Gun Company was well known, so our strategy was to capitalise on the parent company's strengths.

The campaign ran in tennis magazines and the trade press and was a very successful launch, but we failed to convince Browning that they should advertise in the nationals. To take them to the next level to compete with the big names, we also believed they needed a star endorsement.

Press