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Time to look to the future

27th Jul 2012

For the next 17 days, the eyes of the world will be on London. In addition to the Olympic-grade competition and inspiring stories of athletes from around the globe, spectators will be flooded with messages from high profile sponsors. In a special Olympic supplement for PRWeek UK, Cohn & Wolfe's Rebecca Grant, Managing Director of Consumer Marketing for UK and EMEA, takes a look at some of the most engaging sponsorship campaigns for the 2012 Games and what it takes for sponsors to make an impact at this massive event.

Read an excerpt of Rebecca’s article below:

Cast your mind back to Singapore in 2005, and decision day in the race to host the 2012 Olympic and Paralympic Games. Each competing city opened its bid with a film. Each film portrayed the most vibrant and iconic aspects of its city, and could easily have been created by its tourism body. But one film was different. There were no scenes of London or its landmarks in the film that opened our bid (except for reference to a red toy bus). Instead, the focus rested on an opportunity to build a legacy - inspiring young people from across the world with sport: 'The children of today, the athletes of tomorrow and the Olympians of the future.'

Read Full Article : Time to look to the future.pdf