The athletes sponsored by P&G include U.S. swimmer Michael Phelps for Head & Shoulders and Switzerland's Roger Federer leading a 24-athlete group for Gillette's "Great Start" program.
Wieden & Kennedy, Portland, Ore., is leading P&G's overall global multibrand effort, said Global Brand-Building Officer Marc Pritchard. But every P&G roster agency will be involved for at least one brand, including Saatchi & Saatchi for Head & Shoulders, Pampers and Olay; BBDO for Gillette; Leo Burnett Co. for Always and Tampax and Grey Global Group for Pantene, he said.
P&G's 10-year deal with the International Olympic Committee extends through the 2020 summer games and includes Youth Olympics, at which P&G formally kicked off its program Friday in Innsbruck, Austria.
Mr. Pritchard said 30 P&G brands will be involved in the 2012 global Olympic effort in all spanning multiple countries in an effort considerably bigger than the U.S. program P&G put behind the 2010 Winter Games in Vancouver. That effort, which kicked off the "Thank You Mom" program from Wieden, added 10 percentage points to U.S. consumer awareness of the P&G corporate brand and $130 million in sales, he said, in addition to helping drive home the link among P&G's consumer brands in people's minds.
P&G is hoping for bigger things from the broader corporate effort.