Freud to lead London 2012 Olympics PR push

Matthew Freud is set to play a key role in the London 2012 Olympics following the appointment of his communications agency, Freud Communications, to take the lead in promoting the games. Freud, which handles clients from PepsiCo and the government's anti-obesity drive to Working Title and Universal Pictures, is understood to have been appointed as the lead of a roster of agencies to promote the London 2012 games. The London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) has a massive communications slate to handle in areas including ticketing, the volunteer programme, international PR and the launch of the games mascot. It is understood that Freud has been appointed to work on the major campaigns but that there will be a roster of PR agencies that will handle some of the smaller projects. "We are in the process of appointing a number of roster agencies to work on a range of campaigns between now and 2012," said a spokesman for London 2012. "The procurement is ongoing." Freud owns a 20% stake in sports agency Pitch PR and has global reach through Publicis Groupe, which took a 50.1% stake in the firm in 2005. • To contact the MediaGuardian news desk email [email protected] or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000. • If you are writing a comment for publication, please mark clearly "for publication".