LOCOG puts brands on alert over 'ambush' ads
By John Reynolds, marketingmagazine.co.uk, Tuesday, 21 June 2011 08:30AM
London 2012 organiser Locog is to launch a major campaign to inform brands how it will clamp down on ambush marketing in the build-up to the Olympic Games.
It will begin the activity in September, in a drive to avoid a repeat of the guerrilla marketing tactics seen at the last FIFA World Cup.
Some experts believe that ambush marketing will hit unprecedented levels during the Games, as rivals of sponsors try to benefit from the event.
Sources have told Marketing the activity is likely to run across print, online, direct and outdoor.
Central to the campaign will be educating stakeholders and the wider business community on the new rules on ambush marketing, which will soon become law. Brands that break the rules could face court.
It is thought LOCOG, with law firm Freshfields, has briefed brands and sponsorship agencies on the subject.
Tier one - Adidas, BMW, BP, British Airways, BT, EDF, Lloyds TSB
Tier two - Adecco, ArcelorMittal, Cadbury, Cisco, Deloitte, Thomas Cook, UPS
Tier three - Aggreko, Airwave, Atkins, The Boston Consulting Group, CBS Outdoor, Crystal CG, Eurostar, Freshfields Bruckhaus Deringer LLP, G4S, GlaxoSmith-Kline, Gymnova, Heineken UK, Holiday Inn, John Lewis, McCann Worldgroup, Mondo, Next, The Nielsen Company, Populous, Rapiscan Systems, Rio Tinto, Technogym, Thames Water, Ticketmaster, Trebor
This article was first published on marketingmagazine.co.uk
- Account Manager - Design & Marketing Agency ADLIB £ Competitive, Hampshire
- Marketing Executive - Cloud Marketing & Lead Capture Software Recruitment Revolution Up to £25,000 (DOE) + Benefits, Portsmouth, Hampshire
- Marketing Data Analyst - CRM / eCRM ADLIB £Competitive, Bath
- Brand Strategy Consultant Rare Selection £30 - £40K + excellent benefits incl pension, London (Central), London (Greater)
- Account Executive, Top branding and design agency Gabriele Skelton £20000 - £23000 per annum, London
- Will.i.am clashes with Martin Sorrell over online ads in Cannes
- Black horse returns in new Lloyds Bank campaign
- Martin Sorrell on the mega-media reviews: 'We can't remember anything like this'
- Aston Martin appoints WPP to global marketing account
- Geometry Dubai hands over Cannes Grand Prix amid controversy
- Ogilvy & Mather's radio work for Dove 'reduces Cannes jury to tears'