adam&eveD, has become the first creative agency for The International Paralympic Committee (IPC) and will support it on a pro-bono basis. The agency’s job will be to grow the Paralympic Movement globally, working to improve the recognition, understanding and value of the Paralympic brand, and building greater awareness outside of the Paralympic Games period.
Adam&eveDDB will develop a new brand strategy, purpose, positioning and storytelling, and helping the IPC to use its global network of Paralympic Partners.
Craig Spence, chief marketing and icommunications officer at the IPC, commented, “We are hugely excited to appoint one of the world’s leading creative agencies to help tell the story of how the Paralympic Movement transforms lives and society to a global audience.
“adam&eveDDB has an exemplary track record for developing award-winning campaigns and we hope through this partnership we can benefit from their expertise. 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. We believe adam&eveDDB will help us achieve this.”
Mat Goff, chief executive officer of adam&eveDDB, added, “Anyone lucky enough to have witnessed the Paralympic Games at London 2012 or more recently in Rio will have seen the incredible power of Paralympic sport to challenge perceptions. 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.”
The IPC is located in Bonn, Germany, and acts as the global governing body of the Paralympic Movement. It is responsible for co-ordinating the organisation of the Paralympic Games, developing the Paralympic Movement, and acting as international federation for 10 Para sports. It was founded in 1989, so this is its 30th anniversary year. The IPC is a membership-run organisation with more than 200 members. These are made up of National Paralympic Committees, International Federations, Regional Organisations and International Organisations of Sport for the Disabled.