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You don’t want that, you want this

Stella_Artois_A_Cut_AboveI can’t think of a business, except perhaps Ryanair, which regularly tells its customers they are buying the wrong stuff from them and they should buy something else instead.

I also can’t think of a successful media channel where the ad sellers tell media buyers they’re not buying it right, and there’s a better way of doing it, media trading negotiations excluded.

Outdoor is in rude health, and rightly so, so why, like a broken record, do senior ad sales people repeatedly tell media planners they’re doing it wrong with digital billboards? Recent example from Media Week, “When you have a Ferrari why drive it like a Volvo?” By Chris Forrester of Primesight.

The central premise being, brands should be using digital posters by daypart, bands of time by day-of-week.  Selling media space by daypart has been a long-used strategy by TV and Radio broadcasters to package their most valuable commercial airtime with less demanded slots, or, to create peak and off-peak price differentials.

How is this desirable for most brands currently feasting on Outdoor?

Why should coffee brands only be advertising in the morning? Would Gold Blend have really achieved fame by only being on TV in the morning?

Why should car marques only want to advertise during the evening rush-hour, can’t petrol-head’s dreams be fulfilled at any other time?

Stella Artois’ current Outdoor billboards shout “a cut above”, does this only work in the evening?

Why would film distributors only want to tell people about their latest releases at the weekend?

Clear as a backlit 48 sheet to many Outdoor sales people, not at all obvious to me.

Outdoor will eventually be the only broadcast media still standing, delivering mass-audiences to advertisers day in, day out, all-day. Tech and digital distribution will one-day destroy the bulk of other “traditional” media’s daily mass audience propositions.

Outdoor media owners should be chasing brands whose communications plans don’t currently prioritise the medium, particularly if the reasons include lack of display flexibility, a digital billboard’s strength.

For this to happen of course the industry will need to show a willingness and ability to offer more dynamic audience data, plus improved buying administration and copy scheduling like TV has with the Caria system.

Although some Outdoor media owners, including Primesight, have made moves to open-up their availability to outside eyes, trading is managed using traditional methods, daypart pricing is characterised by cost premiums for all segments, delivering brands relatively less exposure for more cash.

There are also no centralised ad clearance and copy distribution services, however hard companies such as Grand Visual work to deliver these.

Media owners need to give agency planners and media buyers, a more intelligent, streamlined and cost effective way to get the best out of DOOH.

Hopefully speakers and delegates at this week’s Outdoor Works conference won’t need to be putting buyers on the naughty-step.

Otherwise Digital Outdoor could  be accused of being a Trabant in a Ferrari’s body.


Serendipity: making happy discoveries, a very good coincidence, often leading to something really awesome (source: urban dictionary). I learned the word years ago when I stumbled happily into Sri Lanka, which the Arabs had dubbed Serendib, putting the island on the world map and setting translators an un-serendipitous task.

I rarely find out about goods and services by chance. Everywhere media means someone is always discovering stuff and sharing with me and the rest of their digi-mates.

I am therefore delighted to have personally uncovered a toy with an unanticipated use of technology and some creative types stretching the same tech in another way with a cinema commercial.

Santa had a PS3 in his sack for young Wobbly, with matching 3D monitor. I think 3D is an OK cinema gimmick not really suited to home entertainment. However with games it’s not about semi-holographic Black Ops but what the technology does for driving games. Normally if I want be competitive dad in two-player mode on Gran Turismo, we each have to share the screen 50/50, top and bottom. The new monitor is alternating images and the 3D glasses let us both view 100% of the screen. I see my version of the track and the little fella sees his, magic.

If you’ve seen the Hobbit in cinema 3D and arrived with a supersize-max-drink in time for the reel of ads, you will have seen one for Women’s Aid, the anti-domestic violence charity. Wearing 3D glasses, if you close one eye you see a women in a happy kitchen, close the other instead and you’ll see a traumatic version. This is a bit clumsy but still a great idea and deserving of the oxygen of publicity.

Less happily I tripped over some hype about yet another holographic technology. The Z Space display is in serious need of being let loose for some other people to play with.

Text (SMS) was released into the wild before anyone had a killer use for it. Techies told us people would use Sky+ to pause a TV programme when the phone rang or someone came to the door. People showed us they could pre-record commercial TV and skip through the ad-filled interruptions to their favourite shows.

Lessons for us all, maybe techies and related experts just aren’t best placed to judge what people really want to play with. This includes those working in agencies where the outcomes they have pre-determined for their clients include any of the following, branded apps, advertising engagements, conversational customers, social interruption or second/third screening.

At work and play I am hoping for a techendipitous 2013 and beyond.

Opinionated Idiocy of the Week: don’t assume people using another screen are doing anything related to what’s currently on the main one?

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That was the year that was, and the answer is, an app

I went to the Cursitor Street lunch last Friday and caught up with some old drinking mates, long-trousers and a love of alcohol being key distinctions of many present. All good chat and claret, although the opera singer, spoon-banging and last night of the proms style flag waving and group Jerusalem karaoke was all a bit much for my punk sensibilities/credentials. Hence many Marlboro Reds were drawn on the outside steps. Fag addicts get to enjoy their own social scene, where smirting has replaced cringe-worthy chat-up lines and talk rarely gets argumentative. People I see occasionally often break the conversation ice with something about how they always read my blogs, which I know most don’t. It’s a bit like if all the people who say they saw the Sex Pistols at the 100 club in 1976 were present, the place would have been filled ten times over. I’m sure I don’t have ten times more blog readers than page impressions, which sometimes reach double figures. One person actually told me I’d been writing too many blogs lately and it was cluttering up his Twitter feed. As I haven’t written a blog for over a month, I dug deeper. He doesn’t even tweet and he actually meant the updates I do on LinkedIn, mainly a few words and links to stuff I think worth sharing and that others may also want to share, the whole point of social media after all. As the evening approached curry-time, wobblyclark became wobblyrant, and a few topics got blog-listed for probably the last of 2012.

When digital was still online and its evangelists were dudes fond of goatee-stroking, a favourite pass-time was finger-pointing at boring and self-interested advertising agencies. Primarily for a TV commercial being the answer to any brand communication question. Interesting how at many agencies in 2012 the answer is an app, before the business and communications questions have even been asked. Even if an app is the solution, don’t forget not everyone’s got an iPhone and you won’t reach the majority of people, even the ones you want to target. Even if you can get your app visible in the stores, some are downloaded and never used; many of the others are only used once and even a popular one’s frequency of use dives dramatically over a short period. Some great stats buried in this article.

Earlier this year the Superbowl broke social media records with a headline figure of 12,233 tweets-per-second, unlike high BPM which can be enjoyed when on an emotional high, speed Tweeting is not advised when euphoric, tired or emotional. Some top celebrity Twitter gaffs of 2012 here. Digging deeper into the Superbowl tweet stats, around 5.4 million people made an average 2.2 social comments each. With an average TV audience of around 113m that means less than 5% were socialising about it online, and they joined in the conversation once every two hours. This is to be considered carefully when second and even third screening start to eat-up too much of your communications planning mind-space.

I am not the only one who sees a bleak future for ad-funded TV content, read this, and I was interested this week in the ten most popular ads on YouTube in 2012 as featured in Campaign. The top-slot is held by Honda Civic, which has 3.8m worldwide views, still a small proportion of the audience an ITV spot can deliver, and all at one time. Compare the YouTube views for Honda to those for branded stunt of the year, Felix Baumgartner’s Red Bull Skydive, the highlights of which have clocked-up over 30m views on the official Red Bull YouTube channel alone. In the age of mass ad-avoidance, creatives will have to devise more compelling content people actually want to watch, on a big screen as well as smaller ones.

If you are wanting people into have conversations with your brand, please remember few are likely to be interested in chatting to you, or telling their friends, about your calorie count, scientific formulation or the proportion of people who prefer you to some other brand. Every brand has got a story or two, make sure you aren’t the bore in the room.

A few things I’ve learnt, or been reminded of in 2012.

There is nothing more the media, and adland, likes than talking about itself, reaffirmed by Leveson enquiry newspaper coverage and the annual Campaign A List (subscription only)

If you want to influence people, the best solutions simplify the complex, not complicate matters further.

If you’re bigging-up NFC as a marketing communications channel, and you know who you are (#DOOH), you are now commonly known as a group with, “Not-a-Fucking-Clue”.

If you’re going to gamify anything, it needs to be fun first and deliver rewards more valuable, and not in a monetary sense, than gold-stars at school.

Lastly, some seasonal rants; best delivered half-cut.

Poster Boys, OMC and IPAO stakeholders: Please Officer Someone Took Away my Research

Chanel 4 executives: I will not watch 4OD TV shows on my laptop and be forced first to watch three-and-a-half minutes of TV ads I’ve possibly already seen and mostly I wouldn’t want to see in the first place. 4OD should be available through my Sky box or Smart TV menu, like iPlayer, ITV player and Demand 5 (not sure about the brand truth there), but of course then I would be able to strip-out the TV ads, so you couldn’t sell my eyeballs in the over-hyped, but currently heavily demanded, VOD media buying channel.

Pre-roll ads on VOD are of less interest to me than who has the maddest dress sense on Loose Women, since Jenny Éclair hung up her stockings.

I am looking forward to next year, I like change.

Best wishes to both of you.

You can read my other blogs and about what I do here:

Free content and advertising divorce imminent

I have been busy for a few weeks retooling myself for some new projects.

What has become increasingly apparent to me is superbly articulated in one line by Cindy Gallop made in a talk two weeks ago at the Guardian’s Changing Advertising Summit, telling the advertising business audience you need to “blow yourselves up and start again”. Watch the full video here or read a Campaign magazine summary.

Cindy talks about ethics, how brand owners need to behave responsibly rather than pay blood money to charities as compensation for their real-world exploitations.

Ad agencies themselves, and I’ve worked at a few, have never been shy of displaying their own self-importance and W+K’s latest recruitment campaign is surely planned to scream “look how creative we are”. W+K is looking for a social media strategist to work on its “high-profile” Old Spice account. Applicants, and there are sure to be a few, have to complete one or more of an extensive list of “social” tasks. This stunt typifies the industry’s approach to hiring talent on the cheap, as bad as the unpaid slavery of internships, encouraging people desperate to live the dream of a life in advertising, to commit masses of time and energy for 0.0p. However, I smell cheap crowdsourcing, where W+K will nick any original ideas to further their own “cutting-edge” credentials. Of course once they hire someone, they will milk the story for all it’s worth and probably win some kind of award that’s not worth pissing on.

Ethics and creative content aside, I have been exploring the business of advertising placement, how media in its widest sense is planned, bought and delivered. This may be somewhat less exciting than creating advertising but it’s what underpins the business models of many content producers, including most newspapers and TV channels which keep mass audiences satisfied and deliver fame, memorability and widespread word-of-mouth for brands.

Cindy Gallop used a quote from Marc Goldstein “People hate advertising in general but love advertising in particular” What happens when people can easily avoid much of the advertising they are served, without discrimination as to whether they are missing a treat or turkey?

A mate of mine has bought a season pass for Homeland on iTunes for £24.99. He has a long commute and can now watch episodes on iPad or iPhone when he wants. This is more than half of Channel 4’s annual ad revenue per UK home, and he won’t even be aware of the ads he would see if watching live on Sunday nights. Once most people have PVR’s and instant access to catch-up TV and VOD, I believe the majority of their viewing experience will be ad free and there will be a dramatic decline in the number and quality of impacts available to TV advertisers.

Could the 50 year old James Bond franchise’s latest episode Skyfall have been produced if it relied solely on money generated by the longest pre-film ad reel I have ever experienced in a cinema? The film’s paid product placements provide some of the production and marketing budget but it’s the cinema tickets and ad-free DVD and other in-home sales that pay for production.

Can the Guardian, and other general “quality” newspapers, ever hike their cover prices enough to a dwindling number of print readers to compensate for the drop in yield from advertising? Online doesn’t deliver, certainly not for display advertising anyway, as competition for eyeballs and ad budgets is intense and any interruptive advertising on this personal media channel is the most detested of all.

Anyone setting up a media venture now which they plan to be ad-funded should look first at what people are willing to pay for and treat any ad revenue as icing on the cake, like Sky.

Of course Google is doing nicely almost wholly funded by ad dollars, but they are not a media owner, they are a distribution channel for other people’s content, in which they can insert pay-by-performance ads on people’s short journey of discovery.

The fact is, make it easy or affordable enough for people to avoid ads and most will. The mobile and tablets will provide some extra ad impacts but only where the context and location are taken into consideration.

Outdoor advertising is in a pretty unique position as it’s just there and you see it, as are high-interest magazines where you’re grazing the content and the ads are just there for you to ignore or enjoy.

Advertising is not dead and people’s media consumption overall will continue to rise, it’ll just be a lot more difficult to reach them with an advertising message.

The long marriage between free content and advertising is already in separation and divorce is imminent.

You can read my other blogs and about what I do here:

Oh, No! It’s the Groaniad

Maybe the Guardian column written by David Leigh suggesting a “£2 monthly levy on broadband to pay for news” was originally written for April Fools but not considered sufficiently mad or amusing enough for publication.

Whatever, it’s a joke.

In the UK most homes already pay just over £12 a month to the BBC in the form of a license fee. For that you get multi-channel delivery of live TV and Radio, on-demand archive iPlayer and online news. I presume the news bit passes the Groaniad’s “quality” threshold. I am absolutely happy with the value and services the BBC provides for my tax payment. Although I do think they have spread too far in some sectors where commercial operators could prosper, with a combination of paid services and advertising.

If the Guardian can’t provide a printed product for which enough people are willing to pay £1.20 a day, and more at weekends, to balance its books, why should they get a subsidy paid by everyone whether they choose to read it or not? If the Guardian gives away its online version and can’t make that pay with the advertising it attracts, it needs to explore new business models.

I could suggest the Guardian’s editorial is biased, which it is. I could suggest if they closed tomorrow there is little they do that wouldn’t be covered by many other media outlets. With the exception of their current anti-Murdoch obsession, via wall-to-wall coverage of the Leveson Enquiry and whether Sky is a fit and proper broadcaster. It’s interesting that Sky have managed to develop a highly profitable business based on a combination of subscription and ad revenue, which also lets them subsidise what even the Groaniad would term “quality” channels, Sky News and Sky Arts.

I am a Guardian Media Group customer. Each week I buy the Guardian once or twice on weekdays and always on Saturday plus Sunday’s Observer, spending around £25 monthly. Why should I pay again to read online? It’s over double what I pay the BBC and I know which one provides better value and passes my quality news threshold, which in my personal definition means comprehensive, accurate, balanced, informative, thought-provoking, and yes, sometimes entertaining.

This begging-bowl approach by the Guardian is ill-thought through journalism on a par with providing the mouthpiece for a street artist to the stars to shout about his campaign to ban outdoor advertising, my response here.

The Guardian is producing what they think people need; perhaps they need to put some more effort into delivering what people actually want and where, when and how they want it. You never know punters might be willing to pay and the ads might be worth more.

You can read my other blogs and about what I do here:

We know where you are

Some people like acronyms, I don’t but sometimes you have to use them. I wonder what the general public thinks about NFC? Perhaps Swipe Card (SC) would be better. GPS has made it into common language although it is used as “where you are”. However, this week I have seen what I think is an excellent juxtaposition of the two, almost good enough to eat.

Nestle are running a “we will find you” promotion, involving embedding GPS devices “golden ticket” style in some of their chocolate bars which when activated will have them tracking you down with a ten grand prize, see story here.

My natural instinct, borrowed from a wise publicist, smells PR stunt. Not even a mention on Nestlé’s website or Facebook page. Google “nestle we will find you” and you just get news about the story in the news, not an app, mobile or online page indexed. Perhaps I am too cynical but I expect some back stories are in the offing when Nestle’s PR’s out winners. Stories along the lines of, how long it took them to find a person because the Sat-Nav took them the wrong way, or a 108 year old who credits her long and healthy life to having smoked only one cigarette while drinking her daily schooner of sherry and the fact she always has a Kit Kat for elevenses.

Bad story examples and scepticism aside, the NFC part of the promotion is happening. Often I feel interactive Outdoor campaigns have lacked a compelling reason for people to act. I doubt most people will want find out more about most products or see a TV ad on their mobile, unless they are truly bored and/or gullible. Previous campaigns have often been designed as media and marketing trade publication friendly media firsts. However Nestle are using thousands of posters with a symbol that NFC enabled smartphone owners can touch to enter another competition using on-pack codes within a Facebook app, plus get updates on how many £10K prizes remain, Campaignlive story here.

This looks to me like a useful project to see what people will do in the real world when prompted to play posters with their mobile, a proper Digital Out-of-Home and Mobile experiment, with all sorts of big data capture fieldwork. Mind you beware if your try it out on your mobile. I discovered this week that Facebook has scraped my mobile number from somewhere. I don’t use their mobile apps and certainly haven’t knowingly given it to them. Could be a “friend” who fell for the “upload your contacts to Facebook and we’ll find your friends for you” scam, read this, or perhaps they’re breaking privacy laws, or the spirit of them at least.

I am a mug for novelty and today discovered the National Media Museum’s Life Online Mirror project. Go online and link to Facebook or complete five multiple choice questions and discover how the internet sees you and have your personal characteristics analysed, fascinating stuff and spookily accurate, on me at least. That’s it, now bugger-off.

You can read my other blogs and about what I do here:

Giving people what they didn’t know they didn’t want

I am a Microsoft PC/Mobile/Tablet person and do not worship at the altar of Apple.

However, you can’t deny Apple’s successes or miss yesterday’s iPhone 5 launch.

For a review by techies, see here, for a more general perspective, read this.

I am interested in the view taken by a columnist for the excellent TechCrunch, using an analogy comparing Apple new product launches to great magic tricks and how yesterday Apple failed to deliver “prestige” the most important and final part of a great illusion, full article here.

Ricky Gervais made me laugh for the first time in a long while with his tweet mocking the relentless Apple hype cycle.

Most amusing is a Daily Mash post pointing out how grateful people should be for “Apple selling them what they didn’t know they didn’t want”.

Many businesses wanting to increase their sales must struggle with the contemporary philosophy of “telling the truth” or social media will out you, and persuading people to buy stuff they don’t need, like the entire contents of a Gadget Shop or Banana Guards (© Julie Balloo).

Apple might be the biggest company in the World, have the most loyal fanbase and sell over 50m iPhones before Christmas, but they do encourage both conspicuous and unnecessary consumption, not good if sustainability rises up the hype curve.

Also catching my attention this week is BT (Vision) stealing Premiership rugby rights from under Sky and ESPN’s noses. More money for the clubs maybe, more control of European competitions maybe, but what about fans of the couch variety. Making it more difficult or more costly to get your rugby fix could lose viewers and lower the media value to sponsors looking for broadcast exposure. Alternatively, it could be the beginning of the endgame involving a mix of politics, ego and cash between European and UK club rugby bosses and their respective national boards.

Lastly, Marketing report Unilever and Coca-Cola are amongst brands “ditching price promotions as defence against own-label”. Whilst this is just one weapon in brand owner’s perpetual battle with the big supermarkets, currently hot on discounting and price-busting strategies, I anticipate this will benefit advertising. Specifically more “branding” campaigns for agencies to dream-up, higher demand for Social/PR strategy and activation and more spend on broadcast media, especially TV with its combined impact and reach. Outdoor should also win with its omnipresence, value and the fact it is product placement in people’s everyday lives, including whilst going shopping.

You can read my other blogs and about what I do here:

Not telling the truth

I haven’t yet read Jonathan Baskin’s and Sue Unerman’s book, “Tell the Truth”, although I do know it is Wired magazine’s must read book for October. One of the lines used to promote it is “Truth is a powerful marketing tool and really the only way to promote a message and brand effectively.”

I’m not sure I wholly agree with this, and just because I have worked in (Outdoor) media for many years, it doesn’t mean I am dishonest, like.

I believe many if not all people tell lies, the frequency and magnitude varying widely, this is just part of human behaviour and is becoming more widespread.

Social media and the web in general has greatly increased people’s opportunity to be not quite truthful about themselves, or tell blatant lies, if they believe it will give them some kind of advantage.

Why should a brand be any different? Many years ago my young son saw an ad on the TV for “Lucky Ducks” and he really wanted it. Christmas came and it was one of his presents. “It’s not like it was in the ad”, he said. “You’ve learnt the first rule of advertising” I said, “Things aren’t always as they appear on TV”.

Therefore I don’t think brands and their messages need necessarily “tell the truth”.  OK don’t tell lies but a certain amount of exaggeration is expected by most people, including those who don’t work in advertising.

This brings me on to Outdoor Media’s highly anticipated new audience measurement data from POSTAR. I have written previously about delays in delivery but silence from stakeholders has now become deafening. If you Google “new postar” on the web you get lots of pages like, when the contract was awarded, in February 2008, a wonderful Kinetic View from June 2010 flagging up a November 2010 delayed launch and CBS press release about the imminent release (January 2011) of data “Proving the value of Outdoor with the new POSTAR

Try and search on Google News, and it would seem that the Outdoor Media Centre have done a great job in suppression, as there are zero stories, perhaps a good current example of “not telling the truth”

However, pub talk says it will now be a very merry Christmas for all those involved in Outdoor as the POSTAR data will be published in full in November, which I think means November this year, not 2013.

I suspect the Outdoor establishment will jump all over me for getting ahead of myself again, so I suggest they carry on being ostriches burying their heads in the sand, play game here.

You can read my other blogs and about what I do here:

The heavy-hand of LOCOG

What an extraordinary Olympics, for team GB, people GB and LOCOG.

The sponsors seem to have had their commercial deals fulfilled, although I wonder if BMW are peeved that Rolls Royce got inside the Olympic Stadium for last night’s closing ceremony, as chariots of bling.

The Olympic legacy will be mainly left to sporting, cultural and political bodies but I think GB’s heritage brands, of which there are many, will want to be taking into account the re-launch of brand GB, and what it means for them. Harking back to bygone days and rose-tinted nostalgia seems to have been superseded by modernity, quirky, fun and other characteristics the finest planners will be including in their brand’s sound-cloud.

After all this positivity it would seem churlish to even mention some of the heavy-handedness dished out by LOCOG. Unnecessarily harassing small businesses and grannies getting into the five-ringed spirit and an overly-complicated and under-subscribed poster site auction, are two examples.

What has got my Monday morning back-up it them censoring my social media?

I live in London Fields and have a really good view from high-up of the Olympic Stadium.

For the opening ceremony I tried to take some video of the fireworks. The quality using my mobile was so poor the only example I published was a short solarised video clip, on YouTube here.

Last night for the opening ceremony I dug out an old digital camera, mounted it on a tiny tripod and pointed it out the window. The results are no technical or artistic achievement, being a bit wobbly and out of focus. I’d been enjoying last night’s twitter-feed, adding so much to BBC’s TV coverage, so I posted the video on YouTube, tweeted and went to bed.

This morning a tweet tells me the video’s been removed by LOCOG.

Why? It was taken from my private space outside the Olympic facilities by myself and not ripped from a broadcaster.

I can only think LOCOG have some kind of quality control jobsworth who thought the poor quality would damage the Olympic brand. If that is the case they don’t understand the very nature of social media, sharing, good or bad.

Even Usain Bolt said there were too many people in the stadium telling you what to do. I really hope the legacy for brand GB isn’t tainted by people seen by many as petty, mean-spirited and/or stupid.

So put my video back-up now, at least ten people will want to watch it.

You can read my other blogs and about what I do here:

19-4 to Sponsors in Olympic perimeter lock-down

As it’s so hot in London today I thought I’d cool down by going out on my scooter. Being based in Hackney, and with my youngest son to look after me, we went on a motorised tour of the perimeter of the Olympic park, me to look at some posters, the little fella to take pictures and get a coke and ice-cream. Last week’s headline that non-Olympic sponsors have been snapping-up poster sites in the vicinity of Stratford made me curious as to who has actually got what. I can’t report across the board, as I didn’t go into the underground and rail stations, but it seems to me the Boris Brands are winning the roadside battle by a crushing 19-4?

I would like to have got a better look around the station side of the main entrance but a combination of boys and girls in blue and hi-vis G4 Stasi made it impossible to stop two wheels anywhere, except at the innumerable sets of slow-go traffic lights.

What surprised me most was the quality of most of the creative executions, which will mainly be viewed by people in traffic, moving normally as it was today, or confined to the non-five-ringed slow-lanes.

Knowing well the argument that you can’t tell a creative about the size or prominence of a logo or pack shot, I still think it is important to make enough of a splash to embed a brand message in the brain.

This one (poor image granted) is a shocker, an unknown sun-protection product.

 British Airways might think they own red, white and blue but really is their brand name big and bold enough.

I thought film the Dictator had bombed ages ago, but still dwarfs Cadbury and with its curly-wurly writing hardly has clear branding.

This McDonalds shot might have the sun behind it but dark colours don’t stand-out.

The cheeky monkeys:

Lakeside: extra cheeky ad by this destination mall because Westfield Stratford car parks are closed for the duration of the Olympics.

Honda Civic, cheekily placed close to where many official BMW’s will enter the Olympic Park.

Warner Bros: that Dark Knight can be seen everywhere.

For a full gallery of my little tour see here.

Full results of this unbalanced and unscientific audit: sponsors (including: tfl, official GB team supporter, charidee and Westfield) 19, unknown 1 (couldn’t read the brand name), cheeky-monkeys 4.

Photography credit: A. Clark

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