Virtual reality should also figure in coverage of the Games
By Dennis Passa, Sports Writer
KUALA LUMPUR, Malaysia (AP) --A leading advertising executive told the IOC on Sunday that the Olympic body needs to stay relevant with the younger generation and concentrate more of its content on the Internet and via mobile devices.
And the once futuristic-sounding technology of virtual reality will likely be part of the planning.
Martin Sorrell, chief executive officer of advertising agency WPP, said the International Olympic Committee was in a unique position because its biggest asset was its live content.
"Live sports coverage is the last bastion of high-value traditional programming," Sorrell said, adding that most consumers want to watch video when and where they choose.
"But they can't do that with live sports. Its power is its immediacy."
Sorrell also told the IOC that it needs to stay current by increasing its on-demand content and social media.
"It's critical to find your voice more than just 17 days every two years," Sorrell said, referring to the rotation of Summer and Winter Games. "The time is now to engage and inspire, and the Olympic Channel's time has come."
Last year, the IOC backed the launch of a digital channel to promote Olympic sports between the games and engage with young viewers. The channel will feature material from the IOC's archives, transmit some international sports competitions and offer a promotional platform for bid cities.
Sorrell said that while the new channel was a good idea, its content was crucial to its success.
"The IOC needs to create a range of content that is more than archive and TV footage," he said. "You have the ultimate story platforms — tell stories about the athletes, their families, friends and dreams."
And he stressed that most of the IOC's efforts should be via mobile platforms.
"Mobile is a critical factor to engage the world," he said. "If the IOC and media partners do not seize the opportunity, it risks losing an entire generation of new audiences."
Sorrell said he expected the next big communication tool would be virtual reality.
"Digital leaders believe that virtual reality could be the next big thing," he said. "It allows people from remote locations … to experience a 360-degree video and sound of a distant event as if I was present there in person, virtually."
He said the technology could become real time in the future.
"You could put on a pair of goggles as though you were an athlete in the stadium, bringing people to the athletes," he said.
Later Sunday, Yiannis Exarchos, chief executive officer of Olympic Broadcasting Services, said virtual reality could be in the Olympic Channel's plans for next year's games in Rio de Janeiro.
"It raised a few eyebrows," said Exarchos, who gave a demonstration of how the digital channel's mobile app would operate. "But it's a very important part of the broadcast of the future."
The Many Hires Jeremiah Wassom As Group Creative Director
Independent agency The Many has added Jeremiah Wassom as group creative director.
Wassom most recently worked a decade at Deutsch LA where, as SVP/creative director, he led the Taco Bell account and won new business for the agency. His agency past also includes AKQA and TBWAChiatDay. His creative work has touched the QSR, video games, automotive, fashion, and culture brand sectors. He also served eight years with the United States Marine Corps.
โThroughout his career, Jeremiah has helmed work that has not only made me personally jealous but has consistently pushed brands to show up in memorable and innovative ways,โ said Josh Paialii, head of creative at The Many. โOne look at his body of work and you will see his passion for storytelling and craft has raised the bar for entire categories, driving participation with many brandsโ most loyal fans. Beyond being a world-class creative director and maker, Wassom is a proven team player and strategic thought leader. Heโll be a great addition to the leadership team at The Many working across all accounts. His role will be immediately felt as he guides and supports each of the creative leads in the department.โ
A 20-year creative with agency, brand, and freelance experience, Wassom has forged a creative approach which focuses on crafting engaging connections rather than simply make ads. He sees the need for advertising to mean more, not simply do more.
The Many believes that true business growth is made possible by harnessing the power of participation and partners with brands to forge deeper connections with consumers, cultivate trust and loyalty, and maximize marketing spend and execution. The agency is built around a flexible model that offers a suite of capabilities, including... Read More