McCann Erickson, part of Interpublic Group, has beaten rival ad agency WPP for the contract to promote the London 2012 Olympic Games. The so-called ‘sponsorship for services’ agreement is unusual in that the organising committee for London 2012 does not pay a fee for services rendered.
Instead, marketing agencies tendered bids stating how much they would be prepared to pay for the right to market the Games. In return, the winning agency then becomes an official Games sponsor.
According to the Financial Times, McCann Erickson offered ‘services in kind’ for around
