United, the WPP-owned network, has received a major boost after winning a brief from the International Olympic Committee to promote the 2008 Beijing Olympic Games. The win comes just weeks after it closed its London agency following the loss of the BskyB and Alfa Romeo accounts.
The agency won the account following a four-way pitch against Leo Burnett, Havas and incumbent Saatchi & Saatchi.
United will now create a year-long campaign to promote the games that will include TV, online, viral and experiential work as well as PR. The IOC wants it to communicate its values of excellence, friendship and respect to a youth audience. It will be launched later in the year.
Jacques Rogge, IOC president, says: “The promotional campaign is an important part of a wider approach by the IOC to communicate, engage and inspire a new generation of Olympic fans and participants.”