Marketing and the 2012 Games Conference
29 November 2011
University of East London
2 CPD hours
Prices from £20
The 2012 Games is the key global event next summer, and it’s taking place here in London!
It will not only be fantastic for sport but also fantastic for business.
A recent report from VISA Europe forecasts consumer spending in the UK will increase by £750 million during the seven weeks of the Games. High street retailers, the hotel sector, entertainment, food and drinks industries, supermarkets, airlines, car hire and other travel sectors will see the most significant increases in expenditure. 
With an event like this, it’s great to have something to look forward to among all the economic doom and gloom. And here’s something else to get excited about – the CIM Greater London Region Marketing and the 2012 Games Conference.
If you want to know
- The truly inspirational story of how London won the bid
- How London 2012 is using new media to ensure these games are not only commercially successful but also influence positive behaviour change
- The opportunities the Games offer advertisers and how to avoid the pitfalls
- The strategies, challenges and opportunities of sponsorship and partnership
Then the Marketing and the 2012 Games Conference is for you.
This event is not an official London 2012 event and has been organised independently by The Chartered Institute of Marketing.
| 6:45pm |
How the bid was won How did London come from behind to beat Paris to host the 2012 Olympic Games? David Magliano masterminded London’s surprising final presentation and he gives a blow-by-blow account of the last nail-biting hours of what has been described as ‘the fiercest competitive pitch of all time.’ |
|---|---|
| 7:15pm |
Social Media and the 2012 Games The Olympic Games in Beijing in 2008 were truly the first digital Games in terms of public viewing. In 2012 digital media will be ubiquitous and the demand for digital coverage will be far higher than in 2008. Yet the average age of Games viewers has increased by almost 20 years since 1988. Attracting young people is crucial for the Olympic and Paralympic movement’s survival. But, faced with a huge number of competing demands for their time, young people are largely disengaged. London 2012’s vision is to ‘use the power of the Games to inspire change’ and the London Organising Committee for the Olympic and Paralympic Games (LOCOG) is determined to engage, inspire and reconnect people of all ages with the Games. |
| 7:45pm |
Advertising lock-down 2012 – protecting the Games from ambush marketing With half a million extra visitors to London expected and consumer spending patterns and behaviour geared around a summer of sport, the Games are something that all advertisers need to factor into their planning. But sponsors and non-sponsors alike need to know where they and their competitors stand with the tough advertising restrictions in place both before and during the Games. Designed to protect official sponsors against so-called ambush marketers, the powers wielded by the London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) significantly limit the kinds of campaign that can be run, and the types of creative content that may be acceptable. For advertisers wanting to understand the scope and detail of applicable advertising restrictions, and how grey areas and potential loop-holes are likely to play out in practice, Nick will offer impartial expert analysis of the civil and criminal risk areas, and an independent take on LOCOG’s official guidance. |
| 8:15pm |
Olympic partnership – partnership strategies and their challenges Olympic partnership can be business-transformative, but is not without major challenge. Shaun’s session will distil the learning of Redmandarin’s Olympic client work (including an early Rio 2016 partner), 30 interviews with global directors of Olympic programmes and Redmandarin’s insights as an industry thought-leader for 11 years. Shaun will cover the critical factors which make the difference between success and failure; how to formulate a partnership strategy and evaluation framework; and what converted him personally from Olympic sceptic to enthusiast. |
Venue
University of East London
Docklands Campus
University Way
London E16 2RD
The conference will take place at the University of East London Docklands Campus, a fantastic waterfront location facing London City Airport and directly opposite Cyprus DLR station – only 20 to 30 minutes from central London.
To get to the University, take the DLR and alight at Cyprus Station. Walk up the steps and across the bridge to the opposite side to enter the campus. Walk straight until you reach University Square, and walk diagonally to the right across the square towards the Bite Café.
Registration will take place in the West Building lobby with refreshments and buffet served in the adjoining area. The presentations will take place in the West Building Ground Floor Lecture Theatre – affectionately known as WBG.02
Links to:
Google location map
Tube map (pdf)
Docklands map (pdf)
Speakers
David Magliano MBE
David Magliano played a lead role in two of the highest-profile pitches of recent times: as Director of Marketing at the London 2012 Olympic bid, and as Director of Commercial and Marketing at the England 2018 World Cup bid.
David’s previous experience includes Sales and Marketing Director of two airlines – easyJet and Go, and a decade in the advertising industry.
David was UK Marketer of the Year in 1999 and 2005, and Global CMO of the Year in 2006. He was awarded an MBE in 2006
Alex Balfour, Head of New Media, London 2012
Alex Balfour has been working in digital media since 1994. He started out as a print journalist but quickly took to digital work.
He edited GE’97, the UK’s first general election website, developed the first online government consultation and went on to be part of the team that produced the Guardian newspaper’s websites. In parallel he was a founder of CricInfo and became Chairman before the business was sold to ESPN.
Alex Balfour is currently Head of New Media for the London Organising Committee of the Olympic and Paralympic Games (London 2012). He is also a Director of the Pensions Advisory Service and of Datatracks (UK).
Nick Johnson, Partner, Osborne Clarke
Nick has been a partner at Osborne Clarke since 2001 and leads the team specialising in advertising, sponsorship and media advice.
Nick has been focused on advertising and sponsorship work his entire career, since qualifying at Osborne Clarke in 1996. He is one of the UK’s top advertising and marketing lawyers. Osborne Clarke’s reputation in this area allows him to work with advertising agencies Bartle Bogle Hegarty, CHI & Partners, Dare Digital and Crispin Porter + Bogusky, as well as advise brands such as Visa, News International, Expedia, and Facebook. He also specialises in e-commerce, regulatory advice, and betting, gambling and lottery law.
Shaun Whatling, CEO, Redmandarin
Redmandarin is a strategic consultancy, specialising in sponsorship.
Its senior team includes David Wheldon, formerly Global Brand Director for Vodafone; Nick Walford, formerly European COO of WPP’s leading sponsorship consultancy, Mindshare Performance; and Shaun Whatling.
Shaun’s career takes in positions as Marketing Director of a UK NGB & NGO; Head of UK Communications at The Body Shop International plc; co-founder and Director of Chilli Industries, the world’s largest freesports agency; Group Communications Director for Sportsworld Media Group plc; owner at brand consultancy one small world; and latterly CEO of Redmandarin.
Shaun’s enthusiasm for learning means he has often been an innovator in sponsorship – educational sponsorship in the early 90s with Sega; branded content in the late 90s with brands including Red Bull, Sony Playstation, Toyota and Quiksilver; and now, at the leading edge of brand/ consumer dialogue, with Redmandarin.
Shaun published ‘Defining Sponsorship’ in 2009, to establish a conceptual framework for sponsorship.
Sponsors and exhibitors
The University of East London
With 23,000 students from around 120 nationalities, UEL is a dynamic, cosmopolitan modern university, with highly regarded programmes, world-class-rated research and state-of-the-art facilities. A degree from UEL is also an investment in your future. Their employability rate is one of the highest of any London university, and their graduates enjoy high starting salaries too.
They have over 150 undergraduate and 140 postgraduate degrees to choose from, including a huge range of taught master’s degrees as well as research-based PhDs. Most of their programmes are offered on a full and part-time study basis, and many have distance-learning options. They understand their students need for flexible study and many schools offer the option of modules that can be studied in the evening.
They are based on two campuses: Docklands, set in a stunning waterside location close to Canary Wharf; and Stratford, home of the 2012 Olympic Games; both have recently benefited in a £160 million campus redevelopment project. Their students benefit from state-of-the-art facilities, including 24/7 libraries, specialist teaching laboratories, MPC media centre and a brand new Clinical Education and Computing and Conference centre at Stratford.
The University of East London is sponsoring this CIM event, but is not a sponsor of the official London 2012 Games.
Prices
Book by 28 October for the Early Bird discount.
Prices to attend are from as little as £24 – or cheaper.
| Book by 28 October |
Book after 28 October |
|
|---|---|---|
| CIM Member: | £30 | £36 |
| CIM Studying Member/Students: | £20 | £24 |
| Non-members and guests: | £40 | £48 |
All prices include VAT. Tickets include light finger buffet and refreshments.
How to book
You can book online
Members – please log in first
Non-members – please register as a guest at www.cim.co.uk/register
Call 01628 427340