Why Diageo said ‘No’ to London 2012 sponsorship
Drinks company Diageo considered sponsoring London 2012, but decided against it.
"We won’t be sponsors of the World Cup or the Olympics," Diageo chief marketing officer Andy Fennell told delegates at the Cannes Lions Festival last week.
"It’s really expensive and hard to get a return."
Speaking to Marketing, he added: "Brands have to do [such sponsorships] on conviction. I’m sure some of them will get real benefit from being associated with the world’s most extraordinary sporting festival."
"Nonetheless," said Fennell: "If they try to do two-decimal-place ROI analysis, they will struggle, which is why most of them had board-level corporate conviction, and that’s what needs to happen."
This article was first published on marketingmagazine.co.uk
- On-Air Creative / Creative Executive Discovery Communications Very Competitive with excellent benefits, London (West), London (Greater)
- Commercials Producer/Director Searchlight Recruitment An attractive salary is available to the successful candidate. , London (Central), London (Greater)
- Senior Marketing Manager Cutis Developments £50,000 - £60,000 per annum , Victoria, London (Greater)
- Account Manager - Marketing Strategy - Oxfordshire Stonor £30,000 - £35,000 plus Bonus OTE £45,000, Oxfordshire
- Marketing Executive JV Recruitment £18000 - £23000 per annum, Leeds
- Five black Pencils awarded at D&AD 2015
- Campaign Viral Chart: True Detective trailer in number one spot
- Managing director Paul Hayes to leave News UK after 15 years
- Pimm's launches weather activated OOH campaign
- Vizeum on alert as 21st Century Fox review includes £150m European media
- Tango returns to advertising after two years with off-brand TV ad