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
- UI Developer Haymarket Media Group £30k - £34k, Teddington (Locality), London (Greater)
- Artworker Purple Consultancy Ã‚£28000 - Ã‚£33000 per annum, Birmingham
- Senior Brochure Artworker Purple Consultancy Ã‚£30000 - Ã‚£35000 per annum, London
- Marketing Associate - London - Ã‚£45K-Ã‚£50K Adam Recruitment Ã‚£45000 - Ã‚£55000 per annum, City of London
- Media Planning Manager - Luxury Automotive Client Lipton Fleming Ã‚£38000 per annum + excellent benefits package, London
- Freeview launches singing toys campaign
- King backs new Candy Crush game with global ad push
- 7Up kicks off global campaign with urban knitting ad
- Campaign Viral Chart: Sainsbury's Christmas ad tops the table
- Sainsbury's calls £60 million media review
- Brands use social media to congratulate F1 champion Lewis Hamilton