Cheryl Hung
Aug 4, 2016

Olympics ad campaigns feature global unity, except in China

The Olympics could be a prime starting point for brands to deliver a new outlook. Too bad they prefer to fall back on overused themes.

Cheryl Hung

On August 5 the world will come together to celebrate the Olympic games. While much of the news coverage is questioning host city Rio de Janeiro’s preparedness for over 500,000 tourists, the marketing world is more focused on the 3.6 billion viewers expected to tune in worldwide.

An especially key audience for global brands is the People’s Republic of China PRC, both because of the size of the market and the importance of...

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