Marketing Week reported that Adam & Eve will work on projects around the bank’s £80 million tie-up with the London 2012 Olympics.

It is the agency’s first major appointment since opening its doors in January this year.

The appointment comes as the high street bank unveiled triple jump world record holder and 2000 Olympic champion Jonathan Edwards and Paralympic basketball player Ade Adepitan as its “official” ambassadors for London 2012.

They will take part in a number of internal and external initiatives around the bank’s involvement in the Olympics.

According to the Marketing Week, the bank is also understood to be preparing a number of community marketing initiatives, such as sponsoring school sports days, and is considering a number of product initiatives geared at athletes and young sports people.

Adam & Eve was launched by the former RKCR/Y&R senior management team of James Murphy, Ben Priest and David Golding.

Lloyds TSB secured the first Tier One sponsorship with sister brand Scottish Widows in 2006. Scottish Widows has launched Olympic-themed TV ads and is this year reportedly extending its above the line budget by 50 per cent in order to capitalise on its association with the 2012 Games.

The full article can be read at http://www.marketingweek.co.uk/cgi-bin/item.cgi?id=59887.