London 2012 Seeking ‘legacy’ Ad Agency

LOCOG, the organising committee for London 2012, is believed to be negotiating with a number of advertising agencies with regards to a long-term campaign to promote the positive legacy the Olympics will bring to the country after the Games has ended.

While LOCOG is speculated to be talking to predominantly creative agencies, the brief itself is set to be expanded beyond pure advertising into a host of integrated marketing initiatives.

The work will be produced separately from the main marketing campaigns planned for the Games and it is believed will not feature the central 2012 logo.

The main scope for the brief will be to communicate the positive impact on the UK that hosting London 2012 will bring with a particular focus on grass-roots and community level involvement.

The successful agency will be responsible for explaining the legacy that the Games will bring to the UK after it has been held and will also be charged with countering any negativity surrounding budgetary fears.

The pitch is thought to be being handled by Charles Allen, the chairman of the Nations and Regions Group, a body of representatives from UK business and sporting networks that was set up to guarantee that the entire nation benefits from the Olympics.