2014 Games agency search draws 66 applicants
The search to appoint a creative agency to design the new identity for the 2014 Commonwealth Games to be held in Glasgow has attracted 66 creative agencies from across the world.
The search being led by the Glasgow 2014 Commonwealth Games Organising Committee alongside The Drum and the Marketing Industry Network has seen 33 Scottish agencies apply as well as 25 London agencies, two foreign agencies and six regional English agencies.
The successful applicant will be tasked to create an imaginative and inspired identity which will promote the Games globally, as well as engage with audiences across the host city in the run up to 2014.
The next stage will see all agencies reviewed with 10 agencies selected to participate in chemistry sessions at the end of July.
The contract will be awarded in September following a formal pitch.
The selection panel for the new Games identity comprises Paul Stickley, head of Visual Communication at Glasgow School of Art, Gordon Arthur, director of Communications at Glasgow 2014, Olympic and Commonwealth Games athlete, Shirley Webb and John Donnelly, director of marketing and sponsorship for Glasgow 2014 Organising Group.
Donnelly commented: “I am absolutely delighted with the level of response which we have attracted for this hugely important and prestigious opportunity. We’ve had interest from a range of agencies, large and small, domestic and international and with the quality of response we have seen I’m extremely confident that we will create a strong and iconic brand identity that will lead us up to the Games, and be remembered for years to come.
The brand identity will be Glasgow 2014’s most valuable asset in our commercial programme and I’m looking forward to working with whichever agency comes through this rigorous selection process to develop a truly inspirational identity that will help us achieve our commercial goals.”