Vero, Edelman win Olympic job

Edelman and Vero Communications have landed a joint brief to help ensure the 2012 Olympics encourages popular involvement in sport.

Sport England, the government body responsible for getting more people involved in sport, has called in the two agencies to provide strategic comms counsel and support for its new mandate to champion sport in the community.

The quango has recently refocused its strategy, moving away from its association with elite athletes and focusing on grassroots activities.

It aims to get two million more adults regularly participating in sport.

The Vero-Edelman team will work on messaging and the wider campaign aimed at the media, key stakeholders and the general public.

Mike Lee, founder and CEO of Vero, will lead the ­account.

Earlier this year, ex-London 2012 comms supremo Lee signed an exclusive ­affiliate deal with Edelman in order to secure global sport pitches (PRWeek, 23 February).

The Government believes sport can not only help tackle the growing rate of obesity, but also problems such as ­social exclusion.

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