Brand experience runs for 2012 gold

Your article on the 2012 Olympics omitted to mention the marketing medium that will predominate throughout the games (MW July 14).

Brand experience marketing is becoming a mainstream medium as brand owners increasingly recognise its ability to cut through the communications clutter and change consumer behaviour. In seven years’ time, it will be an integral part of the marketing mix, which will lead to the 2012 Olympics being the catalyst for the largest volume of brand experience marketing ever seen.

One of the reasons for this is that only global sponsors will have rights to television advertising. The rest will be confined to promotions and live events. But it will not only be the official Olympic sites that will be locations for brand experience activity. Travel routes and hubs, plus inner London will also be locations for targeting consumers.

The Government may try to ban guerilla marketing based on Olympic association, but it is doubtful that it will be able to legislate against activity targeting consumers simply because there are high traffic volumes.

David Foster

Managing director


London SE1

Latest from Marketing Week


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


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.


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.


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 3703 or email

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