By Seb Joseph

Three months from the start of the Games and it feels like the calm before the storm. There’s been such a low-key build-up to the tournament this year that it can only mean a wave of activations are imminent. A cautionary approach is somewhat expected given Olympic marketers have always been fearful of clashing with the Euros, but the immediacy of media may have convinced many they’ll be able to resonate with fans at speed.

Look back to London 2012 when personalisation at scale was not as sophisticated as it is now and its clear why marketers might be Read full story ›

Source: The Drum