NY firm hired as agency of record

Following a four-agency review, the U.S. Olympic Committee has selected mcgarrybowen as its agency of record.The New York-based firm, whose clients include Verizon, Marriott and Disney, will be charged with brand positioning, logo and tag line development. It also will be responsible for designing traditional and nontraditional creative advertisements.

In addition, the agency may be responsible for creating theme music for the USOC. The music traditionally associated with the Olympics, the “Olympic Fanfare and Theme” written by composer John Williams, must be licensed for each use from the composer’s publishing company. By creating its own theme music, the USOC could offer itself and its partners an alternative.

Gordon Bowen, chief creative officer for mcgarrybowen, served as the creative adviser for the 2002 Salt Lake City Olympic Games.

That experience was part of what compelled the USOC to select mcgarrybowen, said Jim Grice, the USOC’s chief marketing officer.

The contract fits into an overall effort by the USOC to recast the U.S. Olympic brand in a way that resonates with both youth and older audiences.