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5 ways brands are engaging with the Olympics Both The Games themselves and the many screen options are different this year, and associated marketing made the most of both prescient and traditional themes. “We’re not in a normative marketing realm,” Havas Media Australia chief marketing officer, Francis Coady, tells CMO. “The journey of the Olympics has been fractured by Covid but we’re in a fractured entertainment landscape, too.”  Just look at the countless entertainment options competing for attention on screens alone, all compounded by lockdown. Aside from the fractured times in which these Olympics are held, Coady says the marketers’ task to “bring to life what is essentially passive event for viewers” is already a tall order.

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