At a dinner last week, attended by the head of London's Olympic bid, Lord Coe, WPP's Sir Martin Sorrell, Chime Communications' Lord Bell, Clemmow Hornby Inge's Johnny Hornby, WCRS's Robin Wight and Rainey Kelly Campbell Roalfe/Y&R's MT Rainey, agencies agreed each to approach five clients asking them to donate £25,000.
The money, either in the form of cash or pre-bought advertising space, will go towards improving the visibility of the bid during a five-day visit from the International Olympic Committee's evaluation group later this month.
To coincide with the group's stay, CHI has come up with a new slogan aimed at convincing the judges of the extent of public support for the games. "We want it more," will be used as a tactical endline alongside the existing slogan, "make Britain proud", over the five-day visit.
M&C Saatchi last year won the brief to work alongside The Ingram Partnership on London's Olympic campaign.