LBi chosen for 2012 Olympic digital role

London 2012 is on the verge of signing up the full-service digital agency LBi to handle digital services in the run-up to the Olympic games.

The appointment follows a tender process that also included Syzygy, the agency that works on the London 2012 websites. Syzygy remains on the digital roster.

LBi, formed out of the merger between LB Icon and Framfab last year, is likely to work as the lead agency, but another smaller shop could be appointed to ensure the London2012.org site can be updated quickly.

At the same time, LBi has recruited the Syzygy deputy managing director, Pipa Unsworth, as the director of planning. Unsworth will report to LBi's managing director, Ewen Sturgeon, and will lead the agency's planning function and develop its strategy for the future.

At Syzygy, Unsworth had been responsible for planning and insight since August 2004, and was promoted to deputy managing director in 2005.

"Pipa will be a valuable asset as we continue to grow our planning department," Sturgeon said.

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