The London 100 Secret Power Brokers: OLYMPICS


The names you don’t know who are really running the show for 2012

 Mark Osikoya, head of Olympic sponsorship assets London 2012, Coca-Cola NW Europe

Mark Osikoya, a former Football Association sponsorship director, knows his way around the London Games having moved from Locog (London Organising Committee of the Olympic and Paralympic Games) to Coca-Cola in 2007. Coca-Cola is also an official sponsor of the Olympic torch relay and will be hoping protesters give it a wide berth after it was disrupted by pro-Tibet independence demonstrators in Beijing four years ago.

Chris Townsend, commercial director, Locog

Chris Townsend, commercial director, Locog

Without domestic commercial partners there quite simply would be no London 2012. Chris Townsend has over the past five years signed leading brands, including Lloyds TSB, BT, British Airways and EDF Energy, whose support helps not only finance the Games but also plough money into grass-roots sport to create future champions long after the closing ceremony in August 2012.

Roger Harrison, marketing director, Puma UK

While not an official sponsor of London 2012, Puma has the most marketable asset among its ranks – Usain Bolt. The world gasped as the men’s 100m and 200m world record holder was disqualified for a false start at this summer’s World Championships. Puma however, do not rely on Bolt alone but sponsor the entire Jamiaica track team – including Yohan Blake, the new men’s 100m champion and pretender to Bolt’s throne.

Ruth MacKenzie, director of the Cultural Olympiad, London 2012

“What is the Cultural Olympiad!?” ask bemused Locog employees in the BBC’s spoof Olympic comedy Twenty Twelve. Despite the mocking, the Cultural Olympiad is in fact an impressive undertaking and it falls to Ruth MacKenzie to deliver the four-year programme to bring arts to London and the UK, culminating in the London 2012 Festival.

Greg Nugent, marketing director, Locog

Initially hired as interim marketing director at London 2012, the former Eurostar marketing boss is now a permanent member of the Locog staff and is the man responsible for ensuring the London 2012 brand is a success. A shameless self-promoter he will also be hoping his career gets the most out of the Games.

Steve Martin, CEO of M&C Saatchi Sports & Entertainment

As marketers across the country ask ‘What are we going to do about the Olympics?’ as one of the leading brains in sports marketing experts Steve Martin is in high demand.  Martin will be core architect in how the world’s leading brands capitalise on the Olympic Opportunity. The former Adidas PR guru boasts several Olympic sponsors amongst his clients including Coca Cola.

Chris Holmes, director of paralympic integration, Locog

Chris Holmes is a winner. He is the most successful UK paralympic swimmer ever (winning a total of 9 Gold medals in his Olympic career) and he is now responsible for ensuring paralympics is treated equally to the Olympic Games at every stage of its implementation.

Roger Mosey, director of London 2012, BBC

Roger Mosey, director of London 2012, BBC

Roger Mosey, director of London 2012, BBC

Billions of eyes will be watching come 27 July 2012 when the London Olympics opens. No pressure then on Roger Mosey, the BBC’s director of London 2012. In his role Mosey will oversee all the BBC’s 2012 preparations including sport, the Cultural Olympiad, Olympic news and information services.

David Stubbs, head of sustainability at London 2012, Locog

Sustainability plans played a major role in helping London secure the 2012 Olympics so it is vital those policies are followed through effectively. The man responsible for their development and management is David Stubbs who began his role during the bid process back in the autumn of 2003.

Nathan Homer, Olympic project director, Procter & Gamble

Procter & Gamble is one of the largest global Olympic sponsors and has taken a bold approach to its marketing with its focus on mothers rather than athletes. In another move it is promoting 18 of its brands with its Olympics sponsorship, including Pantene, Olay, Ariel and Pampers. Just don’t ask him for his business card – since he secured the Olympic gig he has stopped carrying them in a vain attempt to avoid being hounded for coveted Olympic tickets.