Dive summary:
- The Special Olympics have named Young & Rubicam as the new agency to handle their global marketing efforts; the agency beat out 23 other applicants to score the account.
- Tim Shriver, CEO of Special Olympics, says that Young & Rubicam have already come to the Special Olympics with an "idea big enough to work across all of our programs;" the first campaign—including TV, print and digital ads; social media efforts; and events—is expected to launch in the spring of 2014.
- With the new partnership, Special Olympics wants to rebrand themselves as an organization that is more than just sports.
From the article:
"'While we offer great sports training, competition and programming for people with intellectual disabilities or athletes, we were hearing from volunteers and other people in the organization that they felt like they were getting so much more out of their participation as well,' Seckler said. 'So, we've really taken a hard look at ourselves and said, 'You know, we're really for everybody.'"
