By Arun Sudhaman
LONDON: FMCG giant Procter & Gamble has selected Hill & Knowlton to handle its activation programme for the London 2012 Olympics and Paralympics Games.
The decision follows the announcement earlier this year of a major tie-up between P&G and the International Olympic Committee, covering marketing rights for more than 50 brands across 38 product categories.
Hill & Knowlton’s UK office will advise P&G on its corporate communications in relation to the Olympics, while also providing sports marketing counsel and managing social engagement.
The agency, which already handles a number of P&G brands worldwide, will also work other P&G roster agencies – such as Ketchum, MS&L and Weber Shandwick – to create and coordinate consumer activation for specific brands.
It is understood that Hill & Knowlton secured the assignment following a competitive pitch that featured other roster agencies, although P&G brand and communications manager James Nunn declined to comment on this.
Nunn did point out that P&G has also finished “structuring” its Olympics comms team, as it aims to replicate its success during the Vancouver 2010 Winter Olympics, when the company’s efforts resulted in increased favourability, greater market share, and nearly $100 million in incremental sales.