SportOnCreative

In Episode 3 we meet James Williams – former General Manager and vice president of Tokyo 2020 Olympic and Paralympic Games at Coca Cola. Together we deep dive into the brand's Tokyo 2022 ‘I Belong Here’ campaign that celebrated inclusivity and diversity and resulted in a diverse group of placard bearers leading out the athlete delegations during the Opening Ceremony of the Olympic Games Tokyo 2020. We chat about the debate that surrounds purpose marketing. I Belong Here may have been purpose-led but it was also the brand’s most successful commercial Olympic campaign of all time. We discuss the challenges of producing a campaign during a global pandemic and how James navigated this tricky environment. He provides invaluable tips on how to get stakeholders on board with your idea by listening to their problems.

Andrew Bloch is a PR and marketing guru who is the founder of Andrew Block & Associates, a boutique consultancy specialising in the communications and marketing industry.As co-founder of Frank, he shaped one of the UK’s most respected and decorated PR agencies representing some of the of the nation’s best-known brands – from Coca-Cola to Weetabix. He is also the official spokesperson and PR adviser to  Lord Sugar. He’s been with Sir Alan for over 20 years and so, as he says, he doesn’t intend to hear ‘You’re fired!’ any time soon.You can catch him on Twitter and Linkedin at @andrewbloch

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.”