Creative storytelling: For sponsors, an Olympic sport

Anastasia Kourovskaia

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

Emotion
Event tie-ins
Storytelling
Sports
Sports sponsorship
Strategy

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...

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