By Seb Joseph

Unlike previous Olympics, non-sponsors can use Olympians like Usain Bolt in their ads for the Rio Games, a shift Virgin Media is bringing its own four-year tie to the sprinter to the fore.

But this isn’t about ambushing a global event in the usual sense, according to director of brand communications Lloyd Page. Having a prior association with the world’s fastest man means its “business as usual” for Virgin Media in the eyes of people watching the games, he continued, versus other brands featuring the likes of Bolt that will might rouse a cynical eyebrow from viewers all Read full story ›

Source: The Drum