Red Thread

Olympics: what next?

One of the defining attributes of the Games is their life-cycle. The simple fact that each version of the Games only takes place once every four years, in different parts of the world, ensures the experience remains eternally fresh, not stuck in the comfortable but deadening rut of annual fixture.

Each Games spans seven long years, building from Host City announcement through to global celebration, and the Games are as much about this journey – as the event itself, with an unprecedented network of businesses and organisations working towards a single end.

And then Continue reading

West meets East

The classic modern Olympic case study and one that gets more than its fair share of praise in ‘Working the Olympics’, is Samsung. The story of a faceless OEM turned global brand superstar on the back of a quality product portfolio, a sponsorship portfolio bordering on lavish, and a single-minded attitude to brand marketing. Yet so much has changed, even since we began writing ‘Working the Olympics’, that instinctively that story feels like it belongs to a bygone era; an era when it was Western markets and Western consumers that were the prime audience and emerging brands were desperate for the riches that could be unlocked with a mass consumer profile and a hefty marketing spend. Now the world is very different. Continue reading