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Home > News > February 2006 > 21-Feb-2006

Marketers urged to get in shape for the Olympics

Christine Cryne, chief executive of The Chartered Institute of Marketing, has encouraged marketing professionals to "take hold of this once in a life time opportunity to raise the profile of your organisations and brand in the limelight of the Olympics."

She was speaking after the recent Department for Culture Media & Sport Olympic 2012 Business Summit, which took place in East London. The Summit had been organised by Tessa Jowell's department to discuss with business the opportunities throughout the UK for the maximisation of economic and commercial benefits of hosting the games in London.

The Chartered Institute of Marketing has developed several training courses that aim to complement business strategies for London 2012. Amongst those on offer are 'Marketing and the Olympics', 'Sponsorship - How to Buy and Sell', and The Institute's course leading to a 'Professional Diploma in Tourism Marketing'.

Echoing the call made by the speakers at the summit for attendees to utilise every possible opportunity for maximum impact, Cryne said: "The games are not only the responsibility of athletes and the Government. Olympics 2012 should be seen as a collective effort between all professions, and marketers must ensure that they are amongst the forerunners in this arena and set the 2012 agenda around the board room tables.

"The myriad of business activities involved in the preparation for the Olympics will require marketing to be an integral and essential part of every successful venture."

Speakers at the DCMS Summit included Tessa Jowell, Olympics Minister and Secretary of State for Culture, Media and Sport; Ken Livingstone, Mayor of London; Sir Digby Jones, Director General of the Confederation of British Industry; and Richard Caborn, Minister for Sport.

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