Have Olympic organisers gone too far by taping over logos on toilets?
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As part of our partnership with Marketing magazine we spark debate amongst senior members of The Marketing Society. On this occasion as London 2012 chiefs are masking corporate branding on facilities at stadia ahead of the Games we ask whether Olympic organisers gone too far by taping over logos on toilets.
Yes
Viki Cooke
Co-founder, Britain Thinks
When I read this piece I had to check the date. Of course, sponsors have invested substantially and their rights need to be protected, but I sincerely doubt that the great sponsoring brands feel threatened by the branding on loo rolls.
The Olympics provides a great chance for the UK to feel proud. In a recent ‘time capsule’ poll the Olympics was the third most-cited event in terms of having the biggest impact on respondents’ lives (after World War II and 9/11).
Taping over logos on urinals feels small-minded and petty; the exact opposite of the ambitions and aspirations that made the London bid successful. I can imagine Thomas Crapper turning in his grave at the thought.
No
Mark Joy
Group marketing director, Fast Track
I admit it doesn’t sound good, but LOCOG must deliver a ‘clean’ Games environment that respects the rights of sponsors. To allow other brands to benefit is neither viable nor desirable. It might have taken action to secure unbranded ‘white ware’, in advance, but that aside, it has no choice.
Ever since the notorious Nike Village in Atlanta, organisers have needed a ‘zero tolerance’ approach to protect sponsors and, in turn, the commercial future of the Olympics and other quadrennial events.
Even now, guerilla marketing at London 2012 is to be expected; presumably LOCOG is doing its best to flush out what it can, in advance.
Yes
Kristof Fahy
Chief marketing officer, William Hill
Has basic common sense disappeared when it comes to the Olympics? Who comes up with this stuff?
I suspect there may be a special committee. Yes, brands that have made significant investments to own a category want and should expect protection. That is only right.
But toilet-roll holders, urinals, a bench, light bulbs? Surely a line has to be drawn somewhere.
One possibility is that this is a grand plan by the IOC to open up a whole new host of sponsorship categories to launch after the 2012 Olympics. William Hill will offer you 100/1; official urinal provider, anyone?
No
Drew Nicholson
Joint managing director, dnx
Clarity and consistency have underpinned the London 2012 Games. From day one LOCOG has, to its credit, been clear that it would protect sponsors’ interests.
Brands have paid handsomely to be associated with the Olympics, and they are being protected.
To appreciate LOCOG’s decision, one need look no further than the 1984 Olympics, when official sponsor Fujifilm had to contend with Kodak sponsoring TV broadcasts and the US track team.
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Posted: February 16th, 2012 | Author: stuart.treasure | Filed under: marketing forum | Tags: Britain Thinks, dnx, Drew Nicholson, Fast track, Kristof Fahy, London Olympics, mark joy, marketing debate, Marketing magazine, the marketing society, The Marketing Society Forum, Viki Cooke, William Hill | Leave a Comment »
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