IOC Eyes 4 Contenders

BOSTON The International Olympic Committee today said it has asked four contenders to submit proposals for its global marketing campaign.

Havas Sport, Publicis Groupe’s Leo Burnett and Saatchi & Saatchi and WPP Group’s United made the cut following an evaluation of the IOC’s proposal request issued in October.

The estimated media spend is $120 million.

The campaign, which has been themed “Celebrate humanity,” to run in 2007-08 and focus on the 12-19 age group with messages of “excellence, friendship and respect,” the IOC said in a statement.”

The first work from Omnicom Group’s TBWA\Chiat\Day touted the 2000 Olympic Games in Sydney, Australia. Saatchi handled the campaign for the 2004 games in Athens, Greece, and the 2006 Winter Olympics in Turin, Italy.

Upcoming multimedia efforts will use TV and interactive media, as well as promotional and experiential marketing and public relations.

Media buying chores are not part of the assignment, as the IOC negotiates airtime as part of its worldwide broadcast deals.

Ogilvy & Mather won creative ad duties on Johnson & Johnson’s sponsorship of the 2008 Olympic Games in Beijing, China [Adweek Online, April 20]. J&J selected the WPP Group agency over four other contenders: McCann Erickson, Lowe, TBWA and JWT, according to sources. The work will run in China, which represents a huge growth market for J&J.