Winning the 2012 bid was a great feather in the cap for the UK. And also for BT. They had been chosen by the Olympic bid team to be the telecomms partner of choice in July 2005, and this now meant they had two enormous tasks - building the biggest and most up to date digital infrastructure ever and also capitalising on their sponsorship so that their efforts and financial contribution would be recognised. By everyone.

We were chosen as the lead agency to create the identity and marketing communications for BT's promotional involvement. 

The BT Brand team did not have a limitless budget; their money had to be skilfully used to get the maximum exposure they wanted.

One example is that during the run up to the games we took advantage of the delivery to every UK household of the PhoneBook directory. We featured athletes local to the regions on the cover - both Olympics hopefuls and winners from the past.

Taxi liveries were chosen as an inexpensive medium and booked early so that they were the forerunners announcing BT's involvement in the Games. During 2012 the taxis became ubiquitous around London and contributed greatly to BT's high recognition polls.

Sponsorship rather than advertising was chosen as a way to get the BT brand across, with River of Music, Channel 4 documentaries and the National Portrait Galleries London 2012 exhibition and book to name just a few.

We produced thousands of pieces of collateral for the Games including what were unchartered areas for us like fabric design and high end gifts for VIP guests.

The 2012 games were a huge success and BTs part in delivering the most powerful and robust digital delivery platform was a huge benefit in new business terms for them. Opinion  polls proved that BT was seen as the most memorable official partner and sponsor.