McCann Worldgroup has been named the “Official Marketing Services Provider” by the London Organising Committee of the Olympic Games and Paralympic Games (LOCOG), a company rep. informed AgencySpy today. McCann will spend the next three years (and about $20 million) representing the games.
We told you about this deal last week when the news broke that McCann beat out WPP, the “local” choice. Now it’s official, so there you go. But McCann’s London office will be handling the majority of the work, we’re told.
In addition to being the games marketer, McCann is also a “Tier Three” partner. “McCann Worldgroup become London 2012’s eighth Tier Three Provider and its 18th domestic commercial partner overall. This is the first time that marketing services has become a sponsorship category for an organising committee. The range of the contract includes advertising (including TV, press, radio, outdoor, online, and mobile), direct marketing and digital marketing.”
Tier One: adidas, BP, British Airways, BT, EDF Energy, Lloyds TSB and Nortel.
Tier Two: Adecco, Cadbury and Deloitte.
Tier Three (suppliers and providers): Airwave, Atkins, Boston Consulting Group, Crystal CG, Freshfields Bruckhaus Deringer LLP, McCann Worldgroup, Populous and Trident.
Worldwide Olympic Partners: Coca-Cola, Acer, Atos Origin, GE, McDonald’s, Omega, Panasonic, Samsung and Visa.