McGarryBowen Wins Branding Work for U.S. Olympic Committee

Campaign's Scope Not Limited to 2008 Beijing Games

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NEW YORK (AdAge.com) -- The U.S. Olympic Committee today said McGarryBowen won a brand-positioning assignment for which the New York independent agency will create a logo, tagline, positioning strategy and language, as well as creative executions for traditional and nontraditional advertising.
McGarryBowen will create a brand platform that the USOC's brand partners can use.
McGarryBowen will create a brand platform that the USOC's brand partners can use.

McGarryBowen's work will be used to "inform and inspire activation plans" for U.S. Olympic Team partners by providing a compelling and unified brand platform, the USOC said.

Consistent message
"We rely heavily on our sponsors to advertise and promote our brand," a spokeswoman with the USOC said. "This is going to benefit the sponsors so they can promote and bring to life the excitement of Olympic brand in a consistent way."

The USOC is a nonprofit organization created by Congress with the purpose of establishing national goals for amateur athletic activities and to aid and encourage those goals. It also has jurisdiction over all matters involving the U.S. participation in the Olympic, Paralympic and Pan-American Games. McGarryBowen will be paid for its work, which will launch this June, a year before the 2008 Olympic Games in Beijing.

Three other shops in addition to McGarryBowen took place in the review.

Previous Olympic shops
Omnicom Group's GSD&M, Austin, Texas, created ads for the 2004 Summer Olympic team, which competed in Athens. That agency's sibling, Goodby, Silverstein & Parnters, San Francisco, created ads for the 2002 Winter Olympic team in Salt Lake City.

According to the most recently available USOC annual report, the organization spent $6.7 million on sales and marketing. The brand budget is a portion of that.

The brand campaign is not exclusive to the 2008 U.S. Olympic team. "It reaches beyond that," the spokeswoman said. "While the creative executions will reflect and may include the athletes competing in 2008 games, the campaign is intended to be used beyond 2008."