The International Paralympic Committee (IPC) has appointed London-based adam&eveDDB as its first creative agency of record in a pro bono agreement.
It comes as the global governing body of Paralympic sport prepares to celebrate its 30th anniversary in September.
adam&eveDDB has been tasked with helping to grow the Paralympic Movement globally, working to improve the recognition, understanding and value of the Paralympic brand, and building greater awareness outside of the Games period.
The agency’s remit includes developing a new brand strategy, purpose, positioning and storytelling, and helping the IPC to leverage its global network of Paralympic Partners.
The appointment follows the unveiling of Citibank as a global Paralympic Partner – the first non-TOP brand to come on board since the IPC agreed a new joint marketing programme with the International Olympic Committee last year.
Commenting on the new agency relationship, Craig Spence, Chief Marketing and Communications Officer at the IPC, said: “We are hugely excited to appoint one of the world’s leading creative agencies to help tell the story of how the Paralympic Movement transforms lives and society to a global audience.
“adam&eveDDB has an exemplary track record for developing award-winning campaigns and we hope through this partnership we can benefit from their expertise. The Paralympics are the world’s number one sport event for driving social inclusion, attracting millions of spectators and billions of TV viewers around the world.
“It is vital for us in building greater awareness and understanding of the Paralympic brand that we work harder and cleverer to engage global audiences in between the Games."
Mat Goff, joint Chief Executive Officer of adam&eveDDB, added: “The IPC are ambitious to build on the huge momentum behind their brand and we are delighted to be working with them on their mission to showcase how Para sport is transforming the lives of persons with disabilities.”
Founded in 1989, the IPC is located in Bonn, Germany, and acts as the global governing body of the Paralympic Movement. It is responsible for co-ordinating the organisation of the Paralympic Games, developing the Paralympic Movement, and acting as international federation for 10 Para sports.
adam&eveDDB is part of DDB Worldwide which consists of more than 200 offices in over 90 countries with its flagship office in New York, USA.
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