IOC Hands Advertising Account To United

The International Olympic Committee has handed its lucrative multi-million pound
advertising account to WPP-owned agency United whose initial brief will be to
create a campaign to promote the Beijing 2008 Olympics.

United beat off competition from Havas, Leo Burnett and incumbent agency
Saatchi & Saatchi to land the account after the shortlist was announced in
November last year.

The success in winning the IOC business could help save United’s London
office which had reportedly been earmarked for closure.

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.

United will work on an integrated campaign which will comprise TV, online,
viral, experiential and PR activities. The global campaign is due to be launched
in the final quarter of 2007.

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.’