Iconic events such as the Olympic Games offer a sea of opportunities for brands, media and other stakeholders to collaborate in placing global focus on the needs of a changing world. Leveraging this opportunity to create needed culture shift and brand benefit can be a tricky path to navigate. While there are at least several key brand stories from London 2012 worthy of our attention – some of which will be addressed in an afternoon breakout session – this session provides an insightful summary of high-level outcomes of this summer's most popular event.

1. Standout Opportunities: Brands, Consumers
and a Global Stage
¡ Phil Cumming, Corporate Sustainability Manager,
The London Organising Committee of the Olympic
and Paralympic Games (LOCOG)
Sustainable Brands
London Conference

2. Sustainable Brands London Conference
Standout Opportunities: Brands, Consumers and a Global Stage
Phil Cumming
Corporate Sustainability Manager
London 2012 Organising Committee (LOCOG)

3. Sustainability and legacy at London 2012
Vision, strategy and approach
− Relatively new theme for the Games
− Key component of London 2012 bid:
− Distinctive edge
− Underpinning the regeneration story
− A new angle for delivering great Games
− Holistic, programme-wide, thematic
approach
− Integrated into planning and delivery

4. The London 2012 Sustainability Plan
Our key strategy document
– Drawn from the One Planet Living principles that
defined our bid vision
– First published December 2007
– Five key themes
– Climate Change
– Waste
– Biodiversity
– Inclusion
– Healthy Living
– Legacy thread – constant theme throughout
project

5. Key challenges
– Starting from scratch (no baseline or route
map)
– Defining scope and boundaries (control and
influence)
– Scaling up (from SME to large corporation in 7
years)
– Keeping senior management interested
– Stakeholder issues
– Dealing with allegations
– Getting the story told

6. Commercial partners
– All LOCOG sponsors, suppliers and licensees contractually
required to meet certain sustainability obligations
– Sustainability was a key point for many companies bidding to
be London 2012 sponsors
– Many sponsors developed strong activation programmes on
sustainability (e.g. Coca Cola, UPS)
– Others made huge advances internally (e.g. adidas,
McDonald’s)
– Focus for pressure group campaigns

7. Sustainability at the Games
– Quality of venues
– Cleanliness and visible, colourful bins
– Service levels and accessibility
– Messaging and signage
– Food choice
– ‘Free’ travelcard / cycle parking
– BP Target Neutral carbon offset info with
tickets
– A Walk in the Olympic Park

11. Sustainability at the Games
Flowers, medals, bags and cauldron

12. Sustainability at the Games
... and uniforms

13. Sustainability at the Games
Above all it was the flowers and parklands that were noticed

14. Sustainability at the Games
Above all it was the flowers and parklands that were noticed

16. Sustainability at the Games
Communications and engagement
– Key period from G-3 months and throughout the
Games
– Pre-Games Sustainability Report, April 2012
– Achim Steiner, UNEP Director General - 2 visits
– Games time Sustainability office in MPC High
Street
– Over 100 media interviews/briefings
– Most in last week pre-Games and 1st week of
Olympic Games
– Walk in the Olympic Park tours
– Ca 500 media,VIPs/dignitaries, stakeholders

17. Media verdict

18. Media verdict (cont...)

19. Sustainability in satire

20. Changing perceptions on sustainability
Question June 2010 July 2011 July 2012 Sept 2012
The Games will be 26 25 21 39
sustainable and
environmentally friendly
- % agree
Had information on 11 16 22 38
sustainability initiatives
- % yes
More will lead a healthier 21 15 14 28
lifestyle - % agree
Source: Nielsen/LOCOG State of the Nation, monthly tracker poll

21. Commercial partners – key lessons
– Sustainability is a strong driver for Olympic
sponsorship
– Partners bring expertise and know-how
– “Turbo charge” sustainability initiatives
But...
– Sustainability policies not always aligned
– Contractual rights can contradict sustainability
requirements
– Campaign groups can make a lot of trouble
– Need vigilance over marketing claims
– Beware: premiums, showcasing and
marketing agencies

22. Key success factors
– Clear vision and leadership commitment
– All delivery bodies; not just LOCOG
– Starting early
– Embedding into culture of LOCOG and wider programme
– Sustainability management system
(ISO 20121)
– Focus on priorities, risks and areas of
greatest impact
– Procurement
– Workforce training
– Venue development
– Relations with partners and stakeholders
– Independent assurance

23. Summary of key achievements
– The Olympic Park – large scale transformation
– Sustainable and accessible venues
– Carbon footprinting methodology
– Public transport Games
– Responsibly sourced goods and services
– Inclusive, welcoming Games
– Application of the London 2012 Food Vision
– Application of the London 2012 Waste Vision
– Certification to ISO 20121 and GRI reporting
– Independent assurance

24. Beyond London 2012
‘Soft legacy’
– Transfer of Knowledge
– Open source publications and guidelines
– Food legacy
– Waste management legacy
– Enduring partnerships
– New global standards
– ISO 20121
– GRI Event Organisers Sector Supplement
– Learning legacy:
– http://learninglegacy.independent.gov.uk

25. Thank you