Tokyo 2020: Sports fans don’t want to hear sponsors’ messages, but are open to experiencing what those brands are about.
There are increasingly more opportunities out there, but also more pitfalls.
Matthew Lackie of WE Communications looks at which APAC brands brought home the gold, and which were left in the starting blocks.
Publicis Shanghai and Linkfluence offer social-listening insights into the branding side of the games.
Lorna Campbell, Hill+Knowlton's sports marketing and sponsorship director, is on an independent placement at the Rio Olympics as venue media manager for the tennis centre. In this interview, she explains what the role entails, and how brands have come on board with the largest sporting event in the world.
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.
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