Magazine article Marketing

MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Sponsor's Statement - Carrying the Flame

Magazine article Marketing

MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Sponsor's Statement - Carrying the Flame

Article excerpt

Today (11 June) is day 24 of the Olympic Torch relay. That means there are 46 days to the start of London 2012. The nation has fallen head over heels for the myth and magic of that Olympic Torch as it weaves its way around our little island. The Daily Telegraph described the excitement as 'Flame fever'.

Yet all around us, the world is in turmoil. Unemployment is soaring. The Greeks are in crisis (they invented the Olympics and now the Swiss make all the money - there's a copyright and IP lesson right there for someone to write a book on).

So how can one little flame evoke so much positivity at such a difficult time? I put it down to that human ability to see the light at the end of the tunnel - however long, however dark. 'Nowt so queer as folk', to quote a favourite chum of mine.

Seb Coe says he wants the Olympics to inspire the youth of the world. It's a lofty aim, but the reaction to the flame makes me believe it is possible. There is a magic that defies logic in the way a piece of perforated aluminium is bringing the nation together.

Isn't that why we all love marketing? For its uneasy concoction of art and science? …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.