Executive creative director, Matt Campbell, strategy director, Matt Hunt and digital and design director, Tom Allwood, have launched a new creative agency MATTA to exclusively service the sport, leisure and health market after leaving marketing agency Futureproof.

The new venture sees the senior team start with founding clients The FA with briefs on The England national team, The FA Cup and The FA Women’s Super League, along with The English Cricket Board (ECB).

MATTA has started strongly with the Women’s World Cup #LIONESSES campaign for The FA, a campaign that trended globally multiple times and saw the largest ever television audience for England Women’s football. The team has also just completed the Ashes campaign - ‘It’s Not Just Cricket’ – which helped reconnect the England Cricket team with the public.

The new agency will be full service offering brand positioning, strategy and advertising/digital campaigns from MATTA’s offices in London, Cardiff and Edinburgh.

MATTA executive creative director, Matt Campbell, says, "We believe there is a real opportunity to offer something different in the sector and apply FMCG style strategic rigour and creative excellence to sport and health brands. Sport teams and sporting bodies see themselves as brands and their fans as consumers, and we plan to utilise the senior teams' experience in FMCG to fill this gap in the market.

He says, "The initial reaction to the offer has been incredible with successful campaigns for both The FA and the ECB, we hope to be able to work with a variety of sports health brands moving forward. As consumers are increasingly bombarded with brand messages and activities trying to win their attention, sport teams need to position themselves as brands and communicate why they matter to fans.”