The Week: 2012 Olympics pitch descends into £10m pay-out chaos

The pitch for the 2012 Olympics advertising account has been plunged into controversy after it emerged that the winning agency would be expected to sign up as a sponsor of the Games, at a cost of almost £10 million.

Two agency groups have already said they will withdraw from the pitch unless the sponsorship stipulation is removed, according to reports. The payment is expected to be "in kind" including, particularly, time, rather than an upfront fee.

But some agencies are adamant that the price is crippling and unlikely to be justified by the exposure an agency would get from being an official sponsor.

Agencies have also suggested that the approach is unlikely to ensure the Games receive the best possible marketing support. Other Olympics sponsors that have made "value in kind" deals include the chewing-gum brand Trident and the technology group Airwave.

The advertising pitch is scheduled for mid-April.

Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).