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August 21, 2008

Media training by McDonald’s

In Advertising, Media training, Sponsorship | 2 comments | permalink

Written by Jo

You have to admire Carl Lewis’ dedication to his sponsor, McDonald’s. He managed to shoehorn a reference to the fast food giant into every single answer during an Olympics interview this week. Most definitely “on-message”.

I was amused when I heard Radio 4’s coverage of the story on the Today programme though. The advertising expert asked to comment on the value of sponsoring these big events was called Mr Pringle.

Jo Jamieson

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2 comments for this post.

  1. Comment from Media Training on October 30th, 2008 :

    The whole Olympics was an ‘on message’ lovefest! They even had that young diver, Tom Daley saying how impressed he was with his B&Q furnished room in the Olympic village!

  2. Comment from Jo on October 30th, 2008 :

    Indeed it was. But interestingly, I was talking to a client recently who does a reasonable amount of sponsorship worldwide. They’re not even vaguely considering 2012 sponsorship because of the restrictions on visual brand exposure - they don’t see the value at all.

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