Standout Opportunities: Brands, Consumers and a Global Stage - Phil Cumming

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Iconic events such as the Olympic Games offer a sea of opportunities for brands, media and other stakeholders to collaborate in placing global focus on the needs of a changing world. Leveraging this opportunity to create needed culture shift and brand benefit can be a tricky path to navigate. While there are at least several key brand stories from London 2012 worthy of our attention – some of which will be addressed in an afternoon breakout session – this session provides an insightful summary of high-level outcomes of this summer's most popular event.

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Standout Opportunities: Brands, Consumers and a Global Stage - Phil Cumming

  1. 1. Standout Opportunities: Brands, Consumersand a Global Stage¡  Phil Cumming, Corporate Sustainability Manager, The London Organising Committee of the Olympic and Paralympic Games (LOCOG) Sustainable Brands London Conference
  2. 2. Sustainable Brands London ConferenceStandout Opportunities: Brands, Consumers and a Global StagePhil CummingCorporate Sustainability ManagerLondon 2012 Organising Committee (LOCOG)
  3. 3. Sustainability and legacy at London 2012Vision, strategy and approach− Relatively new theme for the Games− Key component of London 2012 bid: −  Distinctive edge −  Underpinning the regeneration story −  A new angle for delivering great Games− Holistic, programme-wide, thematic approach− Integrated into planning and delivery
  4. 4. The London 2012 Sustainability PlanOur key strategy document– Drawn from the One Planet Living principles that defined our bid vision– First published December 2007– Five key themes –  Climate Change –  Waste –  Biodiversity –  Inclusion –  Healthy Living– Legacy thread – constant theme throughout project
  5. 5. Key challenges– Starting from scratch (no baseline or route map)– Defining scope and boundaries (control and influence)– Scaling up (from SME to large corporation in 7 years)– Keeping senior management interested– Stakeholder issues– Dealing with allegations– Getting the story told
  6. 6. Commercial partners–  All LOCOG sponsors, suppliers and licensees contractually required to meet certain sustainability obligations–  Sustainability was a key point for many companies bidding to be London 2012 sponsors–  Many sponsors developed strong activation programmes on sustainability (e.g. Coca Cola, UPS)–  Others made huge advances internally (e.g. adidas, McDonald’s)–  Focus for pressure group campaigns
  7. 7. Sustainability at the Games– Quality of venues– Cleanliness and visible, colourful bins– Service levels and accessibility– Messaging and signage– Food choice– ‘Free’ travelcard / cycle parking– BP Target Neutral carbon offset info with tickets– A Walk in the Olympic Park
  8. 8. Sustainability at the GamesFlowers, medals, bags and cauldron
  9. 9. Sustainability at the Games... and uniforms
  10. 10. Sustainability at the GamesAbove all it was the flowers and parklands that were noticed
  11. 11. Sustainability at the GamesAbove all it was the flowers and parklands that were noticed
  12. 12. Sustainability at the GamesCommunications and engagement–  Key period from G-3 months and throughout the Games–  Pre-Games Sustainability Report, April 2012–  Achim Steiner, UNEP Director General - 2 visits–  Games time Sustainability office in MPC High Street –  Over 100 media interviews/briefings –  Most in last week pre-Games and 1st week of Olympic Games–  Walk in the Olympic Park tours –  Ca 500 media,VIPs/dignitaries, stakeholders
  13. 13. Media verdict
  14. 14. Media verdict (cont...)
  15. 15. Sustainability in satire
  16. 16. Changing perceptions on sustainability Question June 2010 July 2011 July 2012 Sept 2012 The Games will be 26 25 21 39 sustainable and environmentally friendly - % agree Had information on 11 16 22 38 sustainability initiatives - % yes More will lead a healthier 21 15 14 28 lifestyle - % agree Source: Nielsen/LOCOG State of the Nation, monthly tracker poll
  17. 17. Commercial partners – key lessons– Sustainability is a strong driver for Olympic sponsorship– Partners bring expertise and know-how– “Turbo charge” sustainability initiativesBut...– Sustainability policies not always aligned– Contractual rights can contradict sustainability requirements– Campaign groups can make a lot of trouble– Need vigilance over marketing claims– Beware: premiums, showcasing and marketing agencies
  18. 18. Key success factors– Clear vision and leadership commitment– All delivery bodies; not just LOCOG– Starting early –  Embedding into culture of LOCOG and wider programme– Sustainability management system (ISO 20121)– Focus on priorities, risks and areas of greatest impact –  Procurement –  Workforce training –  Venue development– Relations with partners and stakeholders– Independent assurance
  19. 19. Summary of key achievements– The Olympic Park – large scale transformation– Sustainable and accessible venues– Carbon footprinting methodology– Public transport Games– Responsibly sourced goods and services– Inclusive, welcoming Games– Application of the London 2012 Food Vision– Application of the London 2012 Waste Vision– Certification to ISO 20121 and GRI reporting– Independent assurance
  20. 20. Beyond London 2012‘Soft legacy’–  Transfer of Knowledge–  Open source publications and guidelines–  Food legacy–  Waste management legacy–  Enduring partnerships–  New global standards –  ISO 20121 –  GRI Event Organisers Sector Supplement–  Learning legacy: –  http://learninglegacy.independent.gov.uk
  21. 21. Thank you

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