EDF on hunt for PR support around 2012 Olympics sponsorship

EDF is seeking experiential and PR support for its top-tier sponsorship of the 2012 Olympic Games.

EDF: London 2012 sustainability role
EDF: London 2012 sustainability role

The French energy firm is in advanced discussions with agencies to call in additional PR support on an 'Olympic activation' brief, to include experiential and PR activity.

An EDF spokesman said: 'A tender process for the appointment of experiential agency support for EDF's involvement as a supporting partner of London 2012 is ongoing. Further details will be announced in due course.'

The company added that it would continue to use incumbents Brunswick and Weber Shandwick to support its Olympics work.

EDF is the official sustainability partner of London 2012, and is hoping to use the partnership to encourage sustainable behaviour and persuade the public to rethink energy consumption.

EDF also has a separate brief out to support its involvement as a partner in the London 2012 Olympic Torch relay, which is for event management and logistical expertise. Havas Sport and Entertainment is understood to have pitched for this brief.

The company is working with school and local communities to support its involvement in the Games and has 2.5 million youngsters involved in the 'Pod' - its programme for greener schools.

It has also pledged to reduce the carbon footprint of iconic London landmarks ahead of the 2012 Games, including the EDF Energy London Eye and Tower Bridge.

The PR support around the activity is the latest in a raft of sponsorship activation briefs handed out to UK agencies.

Last week Havas won a brief to support Eurostar's sponsorship of the games, while BMW appointed Freud Communications on a six-figure brief to promote its Olympic activity in July.

In the past year, British Airways chose Havas brand Cake to handle PR activity relating to its status as official airline partner of the London 2012 Games, while Procter & Gamble appointed Hill & Knowlton to handle its Olympic sponsorship activation programme in the UK.

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