The U.S. Olympic Committee handed branding responsibilities for the U.S Team and partners to McGarryBowen, reports AdAge.
The agency will be tasked with creating a unified brand message that sponsors and other promotional partners for U.S. Olympic activity can plug into. Creating a consistent branding effort, according to the USOC, allows everyone participating in the Olympic effort to get more value from their efforts.

McGarryBowen's work is not limited to the 2008 Olympic Games in Beijing, though that will be a central and immediate focus of the work.