IOC hands off $150 mil global torch to TBWA

Friedman, Wayne; Petrecca, Laura
July 1999
Advertising Age;7/26/1999, Vol. 70 Issue 31, p4
Trade Publication
This article focuses on the selection of agency TBWA Worldwide in New York City and Playa del Rey, California for the global advertising effort of the International Olympic Committee (IOC). Initial efforts for the IOC will start in January or February 2000, some nine months before the start of the Sydney 2000 Summer Games which will open in September 2000. For TBWA, the IOC victory marks the first large-scale global win for the agency since owner Omnicom Group Inc. merged it with London, England-based GGT Group PLC. A major part of the approach by TBWA is in targeting the Olympic brand toward young adults.


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