Tim, who was CEO of international sports marketing agency Synergy and continues his work today through his own consultancy, provides fascinating insights into the mini MINI campaign which saw this fleet of remote control MINIs retrieve javelins, hammers, discus and shots at the Olympic Stadium during London2012.

In the interview he reveals:

How MINI manoeuvred around the Olympics no logo regulations

“The Olympic stadium is a clean bowl with no logos allowed so everybody wanted to know how these MINIs were allowed. The answer was very simple….”

Why MINI did it best
“There are other car brands who have followed us but MINI is such a distinctive brand that it’s perfect for this activity. When you see a Nissan or Toyota come onto the field of play it’s just not quite as much fun.”

The importance of creative bravery

“Really great campaigns require an element of bravery if you are going to cut through and generate headlines.”