This is the first time the body has appointed a dedicated creative agency. Adam & Eve/DDB will work with the IPC on a pro-bono basis, tasked with delivering a stronger positioning of the Paralympic brand and stimulating greater awareness outwith the short games window.
To achieve this Adam & Eve/DDB have been asked to deliver a new brand strategy which can better communicate the purpose, positioning and story behind the global movement.
Craig Spence, chief marketing and communications officer at the IPC said: “The Paralympics are the world’s number one sport event for driving social inclusion, attracting millions of spectators and billions of TV viewers around the world. It is vital for us in building greater awareness and understanding of the Paralympic brand that we work harder and cleverer to engage global audiences in between the Games.”
Mat Goff, chief executive of Adam & Eve/DDB added: “The IPC are ambitious to build on the huge momentum behind their brand and we are delighted to be working with them on their mission to showcase how Para sport is transforming the lives of persons with disabilities.”
Part of this work will see the Paralympics better leverage its network of global partners, including Virgin media in the UK.