IOC Teams up with United for Global Promotional Campaign
The International Olympic Committee (IOC) has selected the Voluntarily United Group of Creative Agencies (United), an agency of the WPP group, for the creative development and implementation of its global integrated marketing communications campaign, it was announced today.
The decision was endorsed by the IOC’s Executive Board, headed by the IOC President, Jacques Rogge, in Beijing today. United was chosen from a shortlist of four agencies - Havas, Leo Burnett, United and the incumbent Saatchi Saatchi, following their final pitches in March 2007 at the IOC headquarters in Lausanne, Switzerland.
The IOC’s 2007/8 promotional campaign objective is to communicate the key Olympic values of Excellence, Friendship and Respect to a youth audience around the world.
The IOC will work with United on a multi-dimensional campaign approach, comprising TV, online, viral promotion, experiential and PR activities. The global campaign is due to be launched in the final quarter of 2007.
Speaking about the decision, IOC President Jacques Rogge said, “Engaging the youth audience in both the Olympic Games and values is essential to ensuring the future of the Olympic Movement. The promotional campaign is an important part of a wider approach by the IOC to communicate, engage and inspire a new generation of Olympic fans and participants.”
IOC Marketing Commission Chairman, Gerhard Heiberg, commented, “The Executive Board was impressed by United’s ideas and their understanding of and passion for the Olympic values. With this campaign, we aim to relevantly communicate the meaning of the Games to young people around the world. We want to give them unique ways to experience the Olympic Games and the Olympic values, and we believe that United are well qualified to help us with this key effort. We are confident they will provide us with a distinctive, meaningful and fresh approach to developing such a campaign.”
For further information, please contact the IOC Communications Department, Tel: +41 21 621 60 00, or contact Emmanuelle Moreau on +86 13611064576, email: firstname.lastname@example.org
About the International Olympic Committee
The International Olympic Committee (IOC), created in 1894, is a non-governmental organisation with volunteer members who represent its work around the world, and an administrative staff based in Lausanne, Switzerland. The IOC and its 203 National Olympic Committees worldwide promote the Olympic Movement, whose vision is to contribute to building a peaceful and better world by educating youth through sport. In addition to selecting the host city and coordinating the staging of the Olympic Games, the IOC and NOCs collaborate with a range of organisations and their members in the public and private sectors to place sport at the service of society. The main goal is to promote the values of Olympism, which include excellence, respect and friendship.
The first ever global promotion entitled “Celebrate Humanity” was developed in the build-up to the Sydney 2000 Olympic Games by TBWA\Chiat\Day, who subsequently adapted their work for the Winter Games in Salt Lake City in 2002. Saatchi Saatchi then handled the campaign for the Olympic Games in Athens in 2004, and again in Turin in 2006, featuring globally recognised personalities describing their personal experience of the Olympic values.