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SBD/February 14, 2014/Olympics
P&G Seen As Winner On Social Media During Sochi Games, With Visa, Samsung Next
Published February 14, 2014
PRIDE & PREJUDICE: In Toronto, Rosie DiManno writes the Olympics are "really an advertising lollapalooza." Close association with the Sochi Games "has been a double-edged sword, however, with demonstrations against Russia’s anti-gay laws beaming in on sponsors to show their displeasure" (TORONTO STAR, 2/14). The GLOBE & MAIL's Susan Krashinsky wrote as the public "raises concerns over Russia’s anti-gay policies ... very few advertisers have taken the opportunity to step up and show support for the LGBT community." Krashinsky: "So why, during an Olympic Games that have highlighted concerns over discrimination and violence against gays, have Canadian advertisers not made a message of support part of their campaign plans? Is it a missed opportunity?" (GLOBE & MAIL, 2/14).
SHOP TIL YOU DROP: The GLOBE & MAIL's Marina Strauss notes Canadian Tire Corp.'s "decision last year to sponsor the Canadian Olympic Team is helping the Toronto-based merchant trumpet its homegrown roots during the Sochi Games in the face of fierce foreign competition." Canadian Tire on Thursday reported Q4 results "that surpassed analysts’ forecasts for the fifth straight quarter" (GLOBE & MAIL, 2/14).