McCann Erickson Manchester will be heavily involved in the digital work for McCann Erickson Worldwide's role as the first official advertising partner for the London 2012 Olympic Games.

At last night's McCann Worldwide launch party to celebrate its role as the official advertising and media partner for the Games in 2012, Lord Sebastian Coe, who led London's bid, said the games had chosen "absolutely the right teams to be doing this".

McCann Erickson pitched for the role against WPP.

Sue Little (pictured), chief executive of McCann Manchester, told The Drum: "We'll be involved in doing a lot of the digital work, a lot of the relationship marketing work and a lot of the media work.

"It is one of the most exciting projects we've ever worked on, partly because it is going to happen in three years' time and it means that all of our solutions have got to be future proof and, with the rate that communications are going at the moment, that is quite an interesting challenge."

Kevin McKay, digital director at the agency, said that work had already started on two digital projects.

"One is a big activation piece for sports participation, predominantly supported by Addidas and it's really about talking to the nation's youth to get them reinvolved with sport. It's got digital right at the heart of it," McKay said.

He added that the second project would be a volunteer recruitment programme.