As proven in the past, the Olympic games are an ideal setting for ambush marketing ie. an attempt of unofficial sponsors to be linked with an important event, at the expense of the official sponsor.
About 10 days ago, an interesting protest action or media stunt happened when protesters of Reporters without borders interrupted the traditional ceremony of the ignition of the Olympic flame. The tone of the Games is set and marketers curiously await the ambush actions of major brands.
Read all about it in this week's column.
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