Hill+Knowlton Strategies

Last week H+K decided to mark the end of the London 2012 Olympic and Paralympic Games as well being chosen by more brands activating around the Olympics than any other Communications Agency by hosting our very own H+K Strategies 2012 Olympic challenge day. H+K’ers were put into four teams: Team Bolt, Team Ennis, Team Farah and Team Hoy.

The day of sport included:

Women’s 4 x 100m Relay, Men’s 4 x 100m Relay, Women’s 400m, Men’s 400m, Women’s 100m, Men’s 100m, Archery, Welly Wanging, Tug O’ War, Giant Sumo Suit Wrestling, Football, Volleyball and Softball.

Pictures were taken throughout the day, which are now on our Facebook page: http://www.facebook.com/HKLondon. Our personal favourite was by far the Giant Sumo Suit Wrestling and we’re looking forward to this becoming an annual event in the H+K calendar.

Now that it has been over a week since London 2012 came to a close, we are now casting our eye on the 12 effects that London 2012 is having on the sports marketing industry. In no particular order:

1. Political interest in sport guaranteed

Sport can expect to attract close political interest (and scrutiny) for years to come. Those with long memories will remember that it was not always so.

2. End of the cycle

The four year Olympiad has ended but in reality the cycle dates back to 2005 when London was awarded the Games. It’s inevitable that some sponsors will withdraw from the marketplace. Staff at sponsors and governing bodies will move on (such as Charles van Commenee). Athletes will retire (Victoria Pendleton).

3. Enhanced profile boosts value of certain sports

The successes of Nicola Adams, Anthony Joshua, Luke Campbell and Fred Evans make British amateur boxing look a more attractive sponsorship proposition than ever before. Canoeing, gymnastics and judo are other sports which have raised their profiles.

4. Gold medals devalued

On the other hand, a likely outcome of the record haul of 29 gold medals, 17 silver and 19 bronze is that attention and sponsorship will be spread more thinly among the winners than would have been the case when there were only a handful of them.

5. Heightened public interest in forthcoming major events

The organisers of the Glasgow 2014 Commonwealth Games have already reported increased interest in buying tickets. It also seems likely that competition for 2015 Rugby World Cup tickets will be fierce.

6. More pressure on international football

Unfavourable comparisons between professional footballers and Olympic and Paralympic athletes combined with disappointing recent results for England, Scotland, Wales and Northern Ireland make international football seem less appealing than at any time in recent years.

7. Public expectation of opportunities to see Paralympic athletes competing

Now that athletes such as David Weir, Sarah Storey, Ellie Simmonds and Jonnie Peacock have been introduced to a wider audience, there is an expectation that they will have chances to compete more often in front of a home crowd. The BT Paralympic World Cup in Manchester has provided an annual showcase for several years but more opportunities will be needed.

8. Increased appeal of UK as host of sports events

Several major events have been in the calendar for a while (such as the 2015 European Hockey Championships and the 2017 IAAF World Championships) and more seem likely to follow.

9. Near equality for female athletes in Olympic sports for sponsorship

The likes of Jessica Ennis, Laura Trott and Charlotte DuJardin have considerable appeal for sponsors. There may still be a gap in visibility in sports such as cycling but progress has been made.

10. Every future event to fall short

It will be very hard for any future sports event held in the UK to avoid an unfair comparison with London 2012. In terms of scale, mass appeal and budget only a World Cup could realistically compare. Expectations for disability access and public transport arrangements will be higher than ever before.

11. No room for excuses

Fans often accepted modest results for British teams and athletes in the past but not any more. From now on if a British team or the leading national athlete in a sport is not competitive at the highest level the public will want to know why.

12. Increased appeal of competing as Great Britain and Northern Ireland

Fans across the UK celebrated the success of athletes from their part of the country. Scotland cheered the likes of Chris Hoy, Katherine Grainger and Andy Murray while Wales could applaud Geraint Thomas and  Jade Jones. Northern Ireland enjoyed the success of rowers Peter and Richard Chambers and Alan Campbell. And as for Yorkshire athletes, their haul of seven Olympic gold medals beat the likes of Ukraine, Jamaica and Brazil.

These are just some of the ways we think London 2012 is effecting the sports marketing industry, but we’re interested in finding out what you think too. How do you think London 2012 has effected the sports marketing industry?

A few of our people at H+K Strategies have been lucky enough to go to the London Paralympic Games over the last week and have kindly shared their photos with us.

We’ve selected the best ones so far to share with you …

One H+K’er saw Lee Pearson from the ParalympicsGB team compete at one of the Paralympic Equestrian events where he went on to win a Silver medal.

Another H+K’er was lucky enough to watch Oscar Pistorious ease to victory in the 120m semi- final.

And saw another Paralympic legend receive his Gold medal – Jason Smyth pictured below with his Gold medal for the T13 100m final where he became the fastest Paralympian runner of all-time.

If you are going to the Paralympics tweet us your pictures @HK_London – we’d love to share these moments in history with the rest of the H+K family.

We asked one of the members in our Sports team to share his experience of the Olympics and what it was like to be working with adidas – the official sportswear sponsor of London 2012 – helping them to activate their Olympics programme. Here are Glen’s thoughts about what London 2012 meant to him …

As the country was asked to take the stage for the biggest sporting event in history, the whole world watched and wondered if London could pull off what they had promised in 2005 when they won the bid to host the Games.

With great anticipation the country and the World watched as darkness fell on the 27^th July 2012 and the Games was officially opened, with an opening ceremony full of heritage and humour, whilst lighting up the sky with the Red Arrows and a firework display that would have made Guy Fawkes proud. Was this the start of one of the World’s greatest sporting spectacles and what was to come from the athletes in each of the great arenas that had been built for this occasion?

The world would not be disappointed, the next 17 days provided excitement and emotion in equal measure as Olympic and world records were crushed, firsts were achieved and lasting memories were made. Working with adidas, one of the major sponsors of the London 2012 Games, only led to build the excitement further. Watching each athlete take to their stage, looking to better their rivals and be crowned the world’s best, only livened emotions further and made the team at H+K proud to be a part of a once in a lifetime experience.

Witnessing this great sporting occasion was something that will live long in my memory and it has been a privilege to work closely with the Team GB athletes and to contribute to each of their achievements during the Games. If someone asked ‘would you rewind the last 17 days and see it all over again’ my answer would be ‘yes’, the great moments created by each of the athletes at times made the world stand still and appreciate greatness – These memories will live with me forever. From Jess Ennis triumphing in the heptathlon, having been the poster girl for the games, to the ‘Mo bot’ bringing smiles and a new celebration to the masses and, of course, the fastest man in the world, Usain Bolt, looking to claim the title of ‘The World’s Greatest’. These are just three of a whole line up of great moments that it has been a privilege to experience firsthand.

The view of the H+K adidas team watching history being made as Usain Bolt is crowned 100m Olympic Champion after creating a new 100m Olympic Record.

London 2012 for me was a time where legends were made, both hearts and records were broken and both tears of joy and heartache were shed. All of those involved, from ‘The Gamesmakers’ and sponsors to the athletes and performers, can say they were there, experiencing the highs, the lows and the exceptional moments together.

Inevitably, after a month-long ‘high’, people will ask ‘what next?’ as the world returns to normality, but, sport never sleeps as we have the Paralympic Games starting on the 29^th August, the Ryder Cup on 25^th September and the start of the football season already upon us, there will hardly be a chance to catch our breath.

London should be proud, the country should be proud and we should all be proud. Bring on Rio 2016, they have a tough act to follow.

This post comes from Anthony Scammell, Associate Director H+K Sports.

Aside from the running, rowing, cycling, BMX-ing and modern pentathlon, Olympic ‘legacy’ has almost become a sport in its own right. It even has a new cheerleader in Lord Coe, who was yesterday appointed the government’s Olympic legacy ambassador.

But, as the flame was put out last night at the Olympic stadium, the legacy that is most apparent to me across the country is confidence. After his second gold medal in Saturday’s 5,000m, Mo Farah looked into the camera and told the nation that ‘anything is possible with hard work and graft’. Quite right Mo.  But what that ‘hard work and graft’ gave Farah was boundless confidence. Confidence he could dare to be a double Olympic champion.  Confidence he could take the front with two laps to go in the 5,000m and absolutely refuse to let anyone pass him.

Too often the British psyche is prone to seeing a pint glass half empty rather than half full; we might not, rather than we might. Confidence can be the difference, and if these Olympics have given the country a huge shot in the arm – in a purely legal way – then that’s got to be a good thing.

BBC Radio 5 Live’s Nicky Campbell wondered aloud whether the 16-days of Olympic competition would be akin to a holiday romance – a short term thrill that would fade quickly when ‘normal life’ returns. I hope not.  Let’s have the confidence to make sure it’s much more than that.

Afterall, there’s more to come. As the official Paralympic broadcaster, Channel 4, is proclaiming on its adverts: ‘Thanks for the Warm Up’.

Half of Team Scammell takes in the wrestling at the Excel Centre.

As the country walks around with a collective smile on its face, trust our friends at adidas to capture the mood perfectly. We helped adidas to pull together this fantastic celebration of TeamGB’s Olympic success.

The lyrics perfectly reflect the success that Team GB has achieved and the nations overwhelming response to the Games.

adidas UK Marketing Director Nick Craggs said: “adidas is the Olympic brand and this video is a great demonstration of how we have supported Team GB and captured the mood of the nation. London 2012 will be remembered as the best Olympic Games ever and this is a celebration of adidas’ Take The Stage campaign and the amazing achievements Team GB athletes have accomplished.”

Behind the scenes with Victoria Pendleton

Behind the scenes with David Beckham

What price to have seen this re-enacted at last night’s Closing Ceremony? Brilliant! Don’t stop me now. The Paralympics start in 16 days!

With the London 2012 Olympics coming to an end, many of us will begin to talk about legacy and how we can improve our sporting success even further.

Yesterday, Kerri Walsh, Tyson Gray and Paula Radcliffe came together with mums to help grow the next generation of Olympians with P&G. P&G, a Worldwide Olympic Partner announced yesterday their plans to raise $25m to help say ‘Thank You Mum’ by helping establish and sustain youth sport programs around the world, as part of its 10-year partnership with the International Olympic Committee (IOC).

“At the start of our ‘Thank You Mum’ program, we asked mums everywhere, what would be a great way for us to help you and they said – “Help support youth sports because sport helps mums too. It helps mums raise healthy, happy kids. This is why we are committing to support not just the mums of Olympians – but every mum who does whatever it takes to make her child’s life the best it can be,” said Marc Pritchard, P&G Global Brand Building Officer.

He added, “ More than $6 million is going to support sports development, school equipment, youth funds & scholarships and places in summer sports camps across the world. Today’s announcement means extending our plans until the end of our ten-year IOC partnership working with NOCs from around the world to increase the opportunity for more children to experience sporting & Olympic values.”

IOC President Jacques Rogge said, “I am delighted to see the success of P&G’s world-wide youth sport program and welcome this commitment to extend through to the 2020 Olympic Games. By partnering with the global Olympic Movement, P&G has committed to touching and improving lives through sport – particularly the lives of young people. Investment in youth sport is essential to the future of the Olympic Movement.”

GB Olympian Paula Radcliffe helped P&G announce their global commitment in Innsbruck and is also a Pampers spokesperson. “I genuinely believe it’s important for all children to have sport in their life as it has so many benefits; not just health benefits, but self-confidence, self-esteem, working as a team, better results at school. As a mother, I know this starts in childhood. Play has a massive role in a baby’s development just as sport can help nurture happy, well balanced kids, and I am delighted to help P&G and Pampers in their commitment to support mums and families world-wide,” she said.

Marc Pritchard concluded, “By investing in youth sport, we can honor our commitment to mums and to the IOC by supporting families and helping grow tomorrow’s Olympians.”

P&G’s commitment to raise $25m will help support many future Olympians but what else do you think we should be doing to support the future of GB’s Olympians?

Wow, what a fantastic weekend for TeamGB in the Olympics,  the magnificent Gold Rush continues and TeamGB is now third in the medal table with 16 Gold medals so far – just three behind GB’s final Gold medal total at the Beijing 2008 Olympics.

But it hasn’t been all about the athletes. P&G have been hosting the nearest & dearest of our athletes at the Team GB Clubhouse in Hyde Park and the Team GB Home by the Olympic Park.  They have created dedicated areas in both for the friends & family to relax, catch up with their athletes and enjoy the games. Pictured below is GB’s most successful gymnast Beth Tweddle’s parents. Beth came away with a bronze medal in the uneven bars final today.

In other news, Royal Mail threw down the gauntlet to other brands looking to capitalise on Team GB’s gold rush over the last few days with probably the best reactive Olympics campaign yet.

As well as turning around special edition stamps showing off the country’s new gold medallists within 24 hours, they are also painting gold the post boxes in the home towns of all our new Olympic champions.   The below picture shows a pillar box in Chorley, Lancashire, for Bradley Wiggins.

And its thank you to the sponsors

Off the back of comments from Locog chair Lord Coe that the some of the sponsors have been ‘shy’ about telling the ‘extraordinary’ part they have played in London 2012, it was interesting to see a new advertising campaign from Locog acknowledging the role the sponsors have played. The print ad below greeted commuters  on London’s Underground last week.

Which reactive Olympic campaigns have impressed you during the Games so far?