The International Olympic Committee (IOC) has appointed TBWA/ Chiat Day to handle its £100m global advertising campaign to promote the 2000 Sydney summer games.
It will be the first time the IOC has advertised the Olympic organisation in the run up to the games.
The IOC saw a number of agencies but the final pitch last week was between Young & Rubicam and TBWA.
IOC marketing director Michael Payne says the campaign is not a response to the “games for favours” scandal that hit the Olympic movement in the aftermath of Salt Lake City being awarded the winter games at the start of this year.
Payne says: “We have been working on this for two years. This move will add significant value to our sponsors and partners.”
The campaign begins next January and will focus on three themes: archive footage of great Olympians, human interest stories connected with the games, and promotion of the Olympic values of fair play and competition.
Two types of ads will be made: global spots and what Payne calls “template” ads, which will be adapted in local markets.
The IOC will show the ads during the free airtime which it has negotiated from TV networks around the world.
The campaign will be run out of New York, and TBWA chairman and chief creative officer Lee Clow will personally oversee the work.