The Real Thing

A session at Learning from the legacy - Comms lessons from the London 2012 Olympics

  • Ed Knight

Thursday 8th November, 2012

8:55am to 9:20am

Coca-Cola is the longest continuous sponsor of the Olympics. For London 2012 its activity wasn't spread over the month-long Games period - it started three months previously with the company's involvement with the torch relay. With so much activity, the sponsorship programme needed to combine creative excellence with military precision.

From the outset the strategy was to mirror customer facing comms activity with an internal programme designed to energise, inspire and engage Coca-Cola Enterprises' 5000 employees. The result was one of the most exciting employee engagement programmes produced. Coca-Cola Enterprise's communications director, Ed Knight, brings the Olympic Coca-Cola story to life.

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Ed Knight

Communications director at Coca-Cola Enterprises

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Time 8:55am9:20am GMT

Date Thu 8th November 2012

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