‘Brands Walk Fine Line With Olympic Pitches Amid Criticism Over Beijing’

“Advertisers are treading carefully when it comes to peddling their products and services during February’s Beijing Winter Olympics, which have been shrouded by criticism over China’s human-rights record,” Suzanne Vranica at The Wall Street Journal reports. “Some brands are considering not including any references to the host city in their Olympic marketing efforts, according to advertising and marketing executives. Others plan to run non-Olympic-themed ads during the Games. Some are turning to public relations outfits for help to navigate the politics that have surrounded the event.” …

“Mark DiMassimo, founder of ad firm DiMassimo Goldstein, said some of his clients are considering running evergreen ads rather than create specific Olympic-themed commercials for the 17-day event, which is set to start on Feb. 4 and be broadcast in the U.S. by NBCUniversal. … Optimum Sports, a sports-marketing firm, said it has been advising brands to make sure their Olympic ads focus squarely on promoting the athletes. ‘The safest area for any brand supporting the Games,’ said Jeremy Carey, Optimum’s managing director, ‘is to say this is about the athletes.’”

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