MediaCom ‘forced to bury’ Olympic support evidence

COI asks agency never to release research showing poor public backing for London 2012

COI Communications, the Government’s communications agency, has forced one of its roster media agencies to bury a damaging public survey showing that support for the 2012 Olympic games is far below officially published figures.

The survey, conducted by roster agency MediaCom, is understood to have shown public support to be “dramatically” lower than the figures distributed by the London 2012 bid team. Figures cited by London 2012, collated by ICM, put support for the games at as high as 69 per cent among Londoners.

It is understood that MediaCom conducted its survey earlier this year, with a view to advising the bid team on strategy. But the COI asked the agency to shelve the disappointing results and never mention them.

One source says: “The COI has said that never and under no circumstances can this data be released.”

The news comes at a crucial time for the bid, as members of the International Olympic Committee arrive in the UK this month to gauge public support, a key requisite for a city to be awarded the games in 2012.

The London bid team will unveil its formal bid later this week, when it will also kick off an international marketing campaign to raise its profile around the world. The IOC bars bidding cities from promoting themselves overseas until after it has received their bid books.

The COI was unavailable for comment as Marketing Week went to press.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here