TORONTO, CA: After a competitive review involving seven agencies, the Toronto 2015 Pan/Parapan American Games (TO2015) hired Fleishman-Hillard Canada as AOR for strategic communications and issues management.
T02015 selected Fleishman-Hillard mainly because of its bandwidth and ability to handle strategic communications and issues management for an international entity, said Elissa Freeman, director of communications and PR for the TO2015 organizing committee.
Additionally, the organization was impressed by FH's understanding of international communications and international events, its in-depth team of strategic thinkers across North America, South America, and the Caribbean, and its strong understanding of the Pan/Parapan games and what makes the games unique.
“The agency's well-placed offices and expertise along the North/South axis was certainly a dominant factor,” Freeman said.
The four-year assignment leading up to and including the 2015 games will be managed out of FH's Toronto office, with close involvement from the agency's New York and Mexico City offices.
“Every step of the way, the Latin America and US offices will be working hand-in-hand with us,” said Bill Walker, GM of Fleishman-Hillard Toronto. “It's a true North/South partnership on Fleishman-Hillard's behalf.
FH began to service the account in May. Initial tasks include developing a four-year communications plan, working to establish the Pan/Parapan American games as a tier-one sporting event in a tier-one city, and assisting in the handover of the Guadalajara 2011 Pan/Parapan American games, which officially marks the games' transition to Toronto in October.
“We think that Toronto 2015 will really raise the bar for the way people perceive the Pan Am Games as a tier-one sports event,” Walker said, adding that the agency will focus on encouraging top athletes to look at Toronto as a major sporting event.
The organization declined to disclose the budget on the account. Other agencies working with TO2015 include Sapient Nitro for social marketing, and Stellick Marketing and Communications, a sports-focused PR agency helping to execute hyper-local PR initiatives.