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Major cultural events such as the World Cup, the Oscars or the Olympics offer a unique opportunity for brands, media and other stakeholders (from cities to trade associations and NGO's) to collaborate to drive global focus to the needs of a changing world. Leveraging this opportunity to both create needed culture shift and also brand benefit can be a tricky tight rope to walk. In this session, stakeholders who were actively involved in the supporting the greening of the London Olympics discuss the hits and misses from their perspective, drawing out principles for leveraging brand voice to build purposeful attention to important issues while also building brand respect, loyalty and value.
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