TBWA Victorious in $150 Mil. Olympic Race

Agency Avoided ‘Trumpet-Blaring’ in Strategy That Beat Y&R
NEW YORK–In its winning pitch for the International Olympic Committee’s $150 million ad account, TBWA Worldwide used stories about Olympic athletes such as Jesse Owens and the Jamaican bobsled team to invoke the “inner spirit” of the Games.
TBWA bested Young & Rubicam in a review that began late last year with 20 shops.
“We didn’t want it to be another trumpet-blaring ode to the Olympics,” said TBWA Worldwide chairman and chief creative officer Lee Clow of his agency’s pitch idea.