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SBJ Podcast: Tom Shepard of 21 Marketing

Former Visa marketer and current 21 Marketing partner Tom Shepherd (left) and SBJ's Tripp Mickle
SBJ Olympics writer Tripp Mickle and Tom Shepard, former head of Visa's sponsorship program and current partner at 21 Marketing, discuss what the Sochi Games are like, how they have differed from other Olympics, how sponsors are treating them and who's doing well on the ground. Among the highlights:

"You're seeing a more selective approach here in Sochi to sponsor involvement off-site."

"By the time you get to the Games, in essence, your job should be done. You should have realized the true benefit from the association with the Olympic marks in the years leading up to being on-site and then a halo effect after as long as you can maintain it."

"I've seen a little bit of a lack of cultural sensitivity from a couple of the partners. That's one of the things that sponsors need to do their homework on."

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Related Topics:

Olympics, Visa, Russia, SBJSBD Podcast

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