Making sponsorship "fit": TD Ameritrade and the 2014 Winter Olympics
Stephen WhitesideWarc
Few advertisers would dispute that the Olympic Games, in their Summer or Winter form, provide an unparalleled opportunity to engage consumers. Making the most of this potential, however, rests in large part on demonstrating there is a true "fit" between the event and a sponsoring brand – and the size of that hurdle should not be underestimated.
"I think everybody in the Olympics has a challenge in making a connection back to their brand in their own way – some more difficult than others," Dedra DeLilli, director/corporate...