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The CEO view: Elevating the mood of a nation
The beginning of a New Year always brings a unique blend of optimism, scepticism and hope, and this New Year is no different.
Scepticism has been delivered by the continuing economic crisis, with projections of another trying year financially and economically, but as ever there is always optimism and hope that things will soon get better and that each country will dig deep and prevail.
2012 however brings an increased sense of optimism and hope, as it has one, not-too-distant bright light in the form of the London 2012 Olympic and Paralympic Games.
Effect on a nation
An event like London 2012 can have a profound effect on a nation. There are certainly the positive economic effects felt by the host nation, with this year’s event generating a predicted £10bn in revenue for the British economy as a whole1, with a further £2.1bn in revenue forecast to come from tourists attracted by the games2, not to mention the number of jobs it has and will create; this year’s games needing a workforce of 200,000 people to staff it3 and requiring a further 2.8m workers from the UK construction industry to build it4.
But beyond the economic benefits, there are also the positive emotional effects of hosting the Olympic and Paralympic Games, participating and having success in it, which can be felt by any country that participates.
The effect of pulling together and cheering on your country, especially when they are successful in competition is often priceless in elevating the mood of a nation, especially in tough times, and this is something the games can offer to each of its participant countries, for athletes and citizens alike.
Few things highlight the determination and spirit of people in tough times like athletes who have trained their whole lives for the opportunity to prove themselves on the biggest stage.
The Olympic Games is the biggest sporting event on the planet, and this year will be no different, London 2012 is set to draw more live spectators than any other event in history, with the event being broadcast to an estimated audience of 4bn people worldwide, a truly global event that touches a truly global audience.
Scale of the task
The scale of the task that is creating a successful and pioneering Olympic and Paralympic Games is a feat of immense proportions, with the task of marketing it described by the Financial Times as “probably the biggest assignment in the history of UK marketing”5.
FutureBrand, as part of McCann Worldgroup is proud to be the official marketing services provider for the London 2012 Olympic and Paralympic Games.
FutureBrand’s role involves developing the ‘Look’ of London 2012 and an identity system that works across every touchpoint of this years Olympic and Paralymic Games. From Olympic and Paralympic badges to stadium interiors, medal ribbons to retail stores and from the London 2012 Festival (the Cultural Olympiad) to the ‘look’ of cities and working with sponsor partners, FutureBrand is involved with every touchpoint of the London 2012 Olympic and Paralympic Games.
Global platform for global brands
The Olympic and Paralympic Games creates a truly unique, global platform for not only athletes to be showcased, but brands too. It gives all of the partner and sponsor brands the opportunity to be at their very best and show the world that they are category leaders for today and tomorrow.
At FutureBrand we create brands and strategies today with tomorrow in mind and know that how the sponsor brands perform during this year’s Olympic and Paralympic Games will have a profound effect on their respective futures.
The London 2012 Olympic and Paralympic Games is powered by many exceptional global brands and FutureBrand, as part of McCann Worldgroup is proud to be one of them.
It will be interesting to see how this year goes, but one thing is for certain, London 2012 is history in the making and is set to be an amazing event.
FutureBrand is honored to be part of it.
Patrick Smith
Worldwide CEO
FutureBrand
References:
1 Lloyds TSB
2 London councils 2012 Team
3 The Guardian
4 Construction Skills network
5 Financial Times Wednesday 29th April 2009
