• Adweek, Friday, April 27, 2007 11:19 AM

The International Olympic Committee has signed WPP's Voluntary United Group of Creative Agencies for its global-marketing effort. The group won a review featuring Havas Sport and two Publicis units, Leo Burnett and incumbent Saatchi & Saatchi. United will craft TV, online and viral ads, along with "experiential" marketing and PR.

Key to the campaign, ready to roll in the fourth quarter, are the values of "excellence, friendship and respect to a youth audience," while "Celebrate humanity" is the basic theme. "Engaging the youth audience in both the Olympic Games and values is essential to ensuring the future of the Olympic movement," says IOC president Jacques Rogge.

The promotional campaign is an important part of a wider approach by the IOC to inspire a new generation of Olympic fans and participants, he adds. Total value of the media spend could reach $120 million, but the IOC typically negotiates airtime as part of its broadcast deals.

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