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Agency to Promote 2004 and 2006 Games

By Published on .

NEW YORK (AdAge.com) -- The International Olympic Committee today announced it has awarded Saatchi & Saatchi, New York, its advertising account and that the agency will create a new global branding campaign for the IOC.

2004 and 2006
According to the IOC, the work will involve the 2004 Summer Games and 2006 Winter Games.

The Publicis Groupe agency beat out Omnicom Group's TBWA/Chiat/Day, New York, the incumbent; WPP Group's Rainey Kelly Campbell Roalfe/ Y&R, London; and El Segundo, Calif.-based independent Siltanen/Keehn, executives close to the review said.

Saatchi will create campaigns promoting the 2004 Summer Games, to be held in Athens. Because the campaign will be largely made up of public service announcements and placements with the IOC's media partners, there is no billing figure attached to the account.

'Celebrate Humanity'
The IOC in a statement said the global promotional campaign will keep the title "Celebrate Humanity," which was created by TBWA/Chiat/Day in 2000. The objective of the campaign is to emphasize the values of the Olympic movement, which include "friendship, fair play and inspiration."

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Claire Atkinson contributed to this report.

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