WPP Group's United has been chosen by the International Olympic Committee to create a global integrated marketing campaign, reports AdWeek.
The work is worth $2 million in revenue to United, which out-pitched Leo Burnett, Havas Sport and Saatchi & Saatchi. United will now be responsible for creating a multi-platform campaign around the theme "Celebrate humanity." That included TV, online, viral and PR efforts to promote the values important to the Olympics.
Overall potential spending by the IOC could reach $120 million. Media buying duties are handled by the IOC itself, which works out details as part of its broadcast partnerships.
