David Magliano, who was hired from easyJet earlier this month as the marketing director for London 2012, will begin talks with brand consultancies in the next few weeks as the wheels begin to turn on London's Olympic Games application.
Central to the task will be the creation of a striking visual identity for the bid, alongside a strategy that can be applied to all the stakeholders.
It is likely that ads will be created to run as key dates loom in the bidding process.
Magliano, who was unavailable for comment as Marketing went to press, will be pitting his wits against the marketers of bids by cities such as Paris and New York.
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