Olympics in London 2012, no thanks to LOCOG

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Now we’ve marvelled at the spectacular closing ceremony for Beijing 2008 we can all start focusing on the Olympics for London 2012. But a post by Neville Hobson has made me wonder if LOCOG (London Organising Committee) will really be able to cope with the fundamental shifts in society that are occurring. By 2012 change will have accelerated even further.

Neville has used the London 2012 logo on his blog, even explaining “I couldn’t find a logo file for download from the image library or anywhere else on the 2012 website. What’s at the top of this page is a screen capture from the 2012 home page.”

The reason Neville couldn’t find the logo in the image library is that he’s breaking the law by using it. The draconian LOCOG ‘Using the Brand’ guidelines make it clear that:

“For example, without the London 2012 Organising Committee’s written consent, it is unlawful to use the Olympic symbol, the London 2012 logo or the mark ‘London 2012’ in the course of trade.”

Neville’s blog is definitely used in “the course of trade”. But wait, the guidelines also say:

“The words protected by OSPA can, however, be used in editorial news pieces without our authorisation and journalists are, in certain circumstances, able to use our emblem etc to illustrate an editorial piece about the Games.”

You could easily argue that Neville’s blog is an “editorial news piece.” Unfortunately, LOCOG also say:

“This exception does not however apply to businesses which produce newsletters, client bulletins or other marketing collateral.”

But that’s very wooly wording. I’ve produced lots of newsletters for clients that I would argue are nothing to do with ‘marketing’ and it clearly says “other marketing collateral” therefore implying the first part of the sentence only applies to marketing newsletters.

What you are allowed to do is use this logo to “Link to the London 2012 website.” But it’s hidden right at the end of some very long and dull FAQs. Don’t bother following the link as it just takes you to a bunch of rather pointless, brightly coloured text boxes.

The site also has links to a series of big PDF documents detailing all the different ways that you aren’t allowed to do anything to support London 2012.

I fully understand and agree with the need to protect the sponsorship and investment in the 2012 games, but this is not the way to do it. It is 1995 thinking (The Olympic Symbol etc. (Protection) Act 1995 (OSPA)), added to in 2006 (London Olympic Games and Paralympic Games Act 2006) by people who don’t understand how society is changing. Personally I can’t see this old school ‘command and control’ dictatorship lasting until 2012.

This is not the way to motivate the nation to get behind 2012 (and at the moment the whole nation is not behind it, many questioning the expense and the disproportionate focus on London, ignoring most of the UK.) Can you just begin to imagine the damage to the 2012 image as LOCOG brings the full force of its legal might down on a tiny local business or community group that is just trying to support its local sporting heroes?

The intelligent solution would surely to have two versions of the London 2012 logo – one for official sponsors and one for enthusiastic supporters.

UPDATE: I wrote most of this post last night, but didn’t post it. There is already a comment about this and Neville’s response on the post.

The social media news release in a nutshell

If you are scratching your head wondering what a social media news release is, our good friend Todd Defren on the other side of the pond has just shared a great video from CNW Group in Canada, which explains what they are really clearly. If you are also still wondering what a social media newsroom is check out ours or read my last post on them for a bit of an explanation and a few examples.

Wolfstar Shortlisted for CIPR award

Title says it all really… We’ve been shortlisted in the Outstanding Small ConsultancyAgency category for our regional CIPR PRide awards. I can’t claim much of the credit as I’ve only been here two weeks. Still I’m more than happy with my 1/26th.

UPDATE: You can view the full shortlists for all categories on the CIPR PRide Awards 2008 website.

A good strong brand is far more than just a logo – it is the embodiment of your corporate personality and DNA. We help our clients to develop a brand that works effectively and then we help them to produce well-executed marketing collateral including brochures, magazines, websites and direct mail.

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Wolfstar offers considerable traditional public affairs, campaigning and lobbying experience, which, when married to our online and digital expertise produces what we believe to be a unique online public affairs and campaigning service.

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Just 14% of consumers believe your advertising. Most would prefer to talk to and trust a friend or peer. People are already talking about your brand – saying good things, and bad. Just imagine if you could join in these conversations.

Wolfstar starts by listening, understanding and empathising with your consumers. We don’t believe brands should invade private spaces and conversations. You have to say something compelling and be invited to participate.

If you get word of mouth marketing right then people will help to spread the word about your brand, products and services. If you get it wrong then people will talk about you for all the wrong reasons.

Wolfstar is at the forefront of the word of mouth marketing and communication industry in the UK and is a founder member of industry association WOM UK, the UK affiliate of WOMMA. Two of our directors sit on WOM UK’s national council.

Call 0845 838 7282 to talk about how Wolfstar can help you or read more about our word of mouth marketing and communications services here.

 

Wolfstar is a social media consultancy and digital marketing communication specialist providing everything from blogger relations and buzz monitoring to online community management and moderation. Online people are already talking about your brand so we help you to listen, understand and talk with them.

Whether its blogs, podcasts, social networks, Facebook, wikis, Twitter, virtual worlds, Second Life, vlogs, or YouTube – we’re on top of all the latest developments and know how best to use social and new media to secure a competitive advantage.

Call 0845 838 7282 to talk about how Wolfstar can help you or read more about our social media and social networking communications services here.

Wispa’s coming home…

An online ‘independent’ campaign has persuaded Cadbury to bring back the Wispa. 80s icon and all round confectionary wonder, I can feel the change in my wallet getting itchy.

It’s a great demonstration of how social media engagement can result in a win win situation for brands - wether or not Cadbury engaged with the campaign, there was significant engagement with the product.

There is a brief piece about it in PR Week. Anyone else got that horn line from the Lightning Seeds’ football song going through their head?

Rachael joins Wolfstar for work experience

Hi,

My Name is Rachael McCarthy I have just recently graduated from Leeds Metropolitan University (three weeks ago to be exact) with a business degree 

I have recently completed a three month work experience placement with Promise PR & Design Ltd based in Leeds in order to evaluate the direction my post student life is heading. I had a great experience there and got to work on some great projects, with plenty of responsibility along the way. With my desire to pursue a career in PR, I am here at Wolfstar on a part-time work experience placement. I am keen to learn about social media and to be given a fresh new perspective on PR and setting up my own blog, and to improve on this introductory blog.

I previously did a Shell Step Summer Placement for Castlegate Leisure Ltd (summer 2007) where I won two awards for solutions to waste management in a small business, and one for a press release courtesy of Recycling Action in Yorkshire (RAY) which amounted to a tidy sum of £150 in prize money.

I would say I have never been the archetypal student. I could be found in the library usually starting at 8am on work (madness right?!) and still living at home (much to my dismay,) but my main work ethic is that what you put in is what you get out, and also work hard, play hard. When I am not working I am an amateur adrenaline junkie and you can usually find me horse riding or looking into ways to move me one step closer to owning my own motorbike. 

I am sure my time at Wolfstar will enrich my PR experience and I will have some great opportunities to widen my knowledge in PR… I can’t wait to get started.

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