Mobile key to growth, Sorrell tells IOC
By Ossian Shine
KUALA LUMPUR (Reuters) - Olympic chiefs must pump more content to mobile devices, and extend the allure of the Games outside its 17-day window to stay relevant to young people, marketing guru Martin Sorrell said on Sunday.
"You need to evolve to new consumption behaviors in both younger demographics and in fast-growth markets, more online and more mobile," the founder and CEO of marketing communications group, WPP, told International Olympic Committee members.
Sorrell said the IOC should create a range of content that is more than live and archive footage, and make it easily shareable.
"You have the ultimate story platform, young athletes, their families, friends and dreams," he said.
Live sports programming was the last bastion of high value traditional TV programming, the businessman said, and the need to see it live trumps the "see it when I want to" value of on-demand media.
"Brands love sports: and its power is greater than ever," Sorrell told the Session in Kuala Lumpur. "It has truly global reach, including the premium end of the market. It has a huge collective moment, because participating in sport, watching sport, talking about sport are all an important part of our universal culture."
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