McDonald’s at London 2012: Using the Olympic Games to deliver a health message

Geoffrey Precourt

McDonald's sponsorship of the London 2012 Olympic Games is the focus of this report from the IEG Sponsorship conference.

McDonald's at London 2012: Using the Olympic Games to deliver a health message

Geoffrey PrecourtWarc

Throughout the 2012 IEG Sponsorship Conference, one theme resonated: in a complex marketing ecosystem where products and services are constantly being discussed, sponsorships have to extend beyond the anchor event if a brand wants to reap full benefits from its investment.

For companies like McDonald's, the big change has been that sponsorship of an event or a program has become only a starting point, not an end in itself.

John Lewicki is McDonald's Director of Global Alliances, a position he has held...

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