The Canadian Olympic Committee (COC) has named Proximity Canada its agency of record.
After launching a creative agency search in September, more than a dozen agencies ended up bidding for the work before the COC shortlisted Proximity and two other unnamed agencies.
“They demonstrated a real knowledge of sport,” said Derek Kent, chief marketing officer for the COC. “They have a great track record.”
Proximity has been charged with telling athletes’ stories and promoting Canada’s Olympic endeavors going into the 2012 Games in London. It is also responsible for strengthening the COC’s brand among the organization’s current and potential corporate partners.
No benchmarks have been set for the roll-out of Proximity’s work. What is already known, however, is the medium it will focus on: digital.
“The brand will not be launching major TV campaigns,” Kent previously told Marketing. “We’ll be focused more on digital executions, storytelling through our web platform, Facebook and Twitter.”
Kent also expects Proximity will leverage services from its sibling agency, BBDO Canada.
The COC also recently announced it had renewed its partnerships with Hudson’s Bay Company and RBC, extending their relationships beyond the London Games.
