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London 2012 is talking to agencies about a long-term brief to promote the Olympic Games' long-lasting positive effect on the country.
The pitch is being handled by Charles Allen, the chairman of the Nations and Regions Group, a collection of representatives from UK business and sporting networks that was set up to guarantee that the entire nation benefits from the Olympics.
Described as 'much more than an advertising brief', the work will be separate from the main advertising planned for the Olympics, will not feature the 2012 logo and will be based on the legacy of the Games.
The successful agency ...