United Group of Creative Agencies (United), an agency of the WPP group, for the creative development and implementation of its global integrated marketing communications campaign, it was announced today.

The decision was endorsed by the IOC's Executive Board, headed by the IOC President, Jacques Rogge, in Beijing today. United was chosen from a shortlist of four agencies - Havas, Leo Burnett, United and the incumbent Saatchi & Saatchi, following their final pitches in March 2007 at the IOC headquarters in Lausanne, Switzerland.

The IOC's 2007/8 promotional campaign objective is to communicate the key Olympic values of Excellence, Friendship and Respect to a youth audience around the world.

The IOC will work with United on a multi-dimensional campaign approach, comprising TV, online, viral promotion, experiential and PR activities. The global campaign is due to be launched in the final quarter of 2007.

Speaking about the decision, IOC President Jacques Rogge said, "Engaging the youth audience in both the Olympic Games and values is essential to ensuring the future of the Olympic Movement. The promotional campaign is an important part of a wider approach by the IOC to communicate, engage and inspire a new generation of Olympic fans and participants."

IOC Marketing Commission Chairman, Gerhard Heiberg, commented, "The Executive Board was impressed by United's ideas and their understanding of and passion for the Olympic values. With this campaign, we aim to relevantly communicate the meaning of the Games to young people around the world. We want to give them unique ways to experience the Olympic Games and the Olympic values, and we believe that United are well qualified to help us with this key effort. We are confident they will provide us with a distinctive, meaningful and fresh approach to developing such a campaign."

(Credit: IOC. Click here for further information.)