Samsung CEO Hopes Beijing Games Help Fuel Company's Growth

IOC TOP sponsor Samsung Greater China Region CEO Keun-Hee Park said that the company is "spending more than $100[M] on its sponsorship of the Beijing Olympics, a sum that is helping fuel faster growth in one of the company's biggest and most important markets," according to Loretta Chao of the WALL STREET JOURNAL. Park said that the Olympics sponsorship has "greatly increased Samsung's profile in China." He added the Games have had "a relatively big impact" on Samsung's business. Samsung will be "providing thousands of mobile phones to VIPs during the Games, some of which will allow users to watch televised content on Samsung's specialized software via China's domestically developed high-speed wireless networks." Park's "goal is to raise the profile not just of Samsung's cellphones but also other products among China's consumers, who he said are more discerning than consumers in many other markets." Samsung has been an Olympic sponsor since the '98 Nagano Games, and also is an Olympic torch-relay sponsor. Park, who next month will be a torch bearer in Sichuan, said of Olympic protests, "I wouldn't say the (protests) have had no impact on us." But "echoing other sponsors, he says he hopes the Games will be used as a way for people to get a better understanding of China and hopes such events won't happen again" (WALL STREET JOURNAL, 7/30).

WITH THANKS: TOP sponsor Johnson & Johnson (J&J) yesterday launched a marketing campaign titled “Thanks, Mom,” for its baby skin care Johnson’s brand, as part of the company’s sponsorship of the Beijing Olympics. The campaign includes TV activation with spots featuring U.S. Olympians Shalane Flanagan (track & field), Sarah Haskins (triathlon) and Cullen Jones (swimming), among others, thanking their mothers for their role in helping the athletes reach the Games. Personal home video and photographs are used in the 15- and 30-second spots. The campaign also includes a digital component at www.baby.com/thanksmom (J&J).

CARRY THE TORCH: TOP sponsor Coca-Cola Chair & CEO Neville Isdell appeared on CNBC’s “Squawk Box” this morning to discuss his company’s branding efforts around the Beijing Games. Isdell: “We know it is a long-term branding opportunity. It is not something that gives you a major uptick in sales. You get an uptick in sales. But it's long-term branding.” Coca-Cola is a sponsor of the torch relay, and when asked of the controversy around the relay, Isdell said, “What happens is that some well-meaning people on issues which they hold dear are unable to find the traction that they want without going out to the sponsors, and we are the major sponsor. … I've said that we really believe that this is beneficial to the world, this is beneficial to the Chinese people.” Isdell added, “There's always a downside to everything. Nothing works absolutely perfectly. But in this instance we're very happy with the torch run” (“Squawk Box,” CNBC, 7/30).