An Adage report says that Saatchi will create campaigns promoting the 2004 Summer Games (Athens) and 2006 Winter Games. The campaign will be largely made up of public service announcements and placements with the IOC's media partners. However, there is no billing figure attached to the account as yet.

The global promotional campaign will keep the title "Celebrate Humanity" which was created by TBWA/Chiat/Day in 2000. The objective of the campaign is to emphasise the values of the Olympic movement, which include "friendship, fair play and inspiration."

The report also adds that Publicis Groupe agency beat Omnicom Group's TBWA/Chiat/Day, New York, the incumbent; WPP Group's Rainey Kelly Campbell Roalfe/Y&R, London; and El Segundo, Calif.-based independent Siltanen/Keehn.