2012 Olympics logo ineffective say marketers
22 July 2008
The latest Marketing Trends Survey from The Chartered Institute of Marketing, conducted by Ipsos MORI, has found that marketers are overwhelmingly sceptical about the effectiveness of the 2012 London Olympic logo.
The survey, released last month, revealed that marketers have serious doubts about the effectiveness of the 2012 logo, with nearly three-fifths (57 per cent) believing it is not an effective design – including 30 per cent who feel strongly that it is ineffective. Only one in five believe that the 2012 logo is an effective design.
Commenting on the findings, David Thorp, director of research and information at The Chartered Institute of Marketing said; “The 2012 London Olympics is a fantastic showcase for the UK and the 2012 logo needs to reflect this. The logo should communicate clearly an appealing identity for the games, yet the UK’s marketers are deeply sceptical about its ability to do so. With the public and marketing professionals set against it, those involved with the Olympic logo have a lot of work to do over the next four years to win them round.”
The Institute is set to publish an Agenda Paper on Marketing the Olympics: the event that dare not speak its name in September, which looks at the opportunities for marketers and the restrictions placed upon them by the Olympic Act.
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Source: The Chartered Institute of Marketing’s Marketing Trends Survey Spring 2008, conducted by Ipsos MORI. To obtain a copy please contact Ray Jones: rayjones@cim.co.uk
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A total of 2,058 marketing professionals completed the online questionnaire which was hosted by the independent market research organisation, Ipsos MORI, between 27 March and 14 April 2008. A broad cross-section of organisations by sector, turnover and geographic location was achieved.
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A copy of the “key findings” document and supporting photographs are available on request.
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The Chartered Institute of Marketing runs a one day workshop on the Fundamentals of Marketing for the Olympics, looking at the activities that are permitted and those that are not in connection to the 2012 London Olympics. For details please visit
www.cim.co.uk/1313
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To book a place at the
Marketing the Olympics Breakfast Briefing on the 25 September, please
click here.