IOC Names Ad Agency Shortlist

The IOC has drawn up a shortlist of four advertising agencies to pitch for its
multi-million pound global account ahead of Beijing 2008.

The agency review comes ahead of a new global integrated marketing campaign
for the IOC under the banner ‘Olympic Values’.

The agencies on the shortlist – namely Havas, Leo Burnett, Saatchi &
Saatchi, and United London – have been asked to submit full proposals by the
beginning of next year in relation to the proposed work.

Although the IOC refused to confirm the budget for the brief, industry
sources suggest it could be up to £60m – a figure the Olympic governing body has
denied.

The ‘Olympic Values’ campaign, which is expected to launch in the middle of
next year roughly 12 months away from the 2008 Games in Beijing, will be the
fifth version of an IOC initiative called ‘Celebrate Humanity’ which aims to
portray the ideals of the Olympic Games.

The pitching agencies will be expected to incorporate TV, online, viral,
experiential and PR activities into their proposals.

Saatchi & Saatchi is the incumbent agency having worked on the ‘Celebrate
Humanity’ campaigns for Athens 2004 and Turin 2006.