Creative storytelling: For sponsors, an Olympic sport

In this article, Anastasia Kourovskaia of Millward Brown Optimor describes the power storytelling has in sponsorship of the 2012 Olympic Games.

Creative storytelling: For sponsors, an Olympic sport

Anastasia Kourovskaia

Every two years, the world stops to watch the greatest show on earth: the Olympic Games. The appeal of the Olympics is universal; its impact, tremendous, and the London 2012 Summer Olympic Games were no exception.

Beyond the two weeks packed with excitement and good feelings, the 2012 London Summer Olympics is set to leave its own lasting legacy for Britain and the world.

The power of stories

The greatest legacy of the London Games, and of all Olympic Games, is in their stories. The stories that unfold during the Olympics...

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