This week's BRANDWEEK contains a "Special Report" section on
Olympic marketing. Highlights:
OLYMPIC GRAB BAG: Matthew Grimm looks at marketers' efforts
to avoid the "clutter" associated with Olympic sponsorships. He
notes between ACOP and IOC estimates, original marketing plans
called for a total of 29 sponsors for Atlanta, but according to a
"BRANDWEEK tally," consumers may see as many as 180 companies or
brands claiming some direct relevance to the Games.
A FEW (TOO MANY) GOOD MEN: Terry Lefton examines what is
next for marketing execs after the Games. By the end of the
Games, "ACOP marketers, plus countless other marketing execs at
clients and agencies, will find out what their Olympic
credentials will mean to the most demanding of spectators:
prospective employees."
PRIMROSE'S PATH: IBM Worldwide Dir of Olympics Eli Primrose-
Smith is interviewed. Primrose-Smith said they will be looking
to extend their deal through 2004 -- "and maybe beyond that over
the next year or so." But first, she said, "We will wait to see
how the sponsorship turns out and what our research tells us, to
make sure the Olympics are still a good business opportunity for
IBM. Coca-Cola has been involved since 1928, but every four
years they re-think and renegotiate their Olympic deal"
(BRANDWEEK, 6/10).
