Sun | Oct 22, 2017

Advertisers to get help with Olympics advertising

Published:Sunday | May 15, 2016 | 12:00 AM

As the country prepares to participate in the 2016 Olympics, a number of advertisers, agents and media executives have been invited to gather at The Gleaner Company on Tuesday to hear sports, Olympics and other industry players address the issue of advertising during and in association with the Olympics or athletes.

The RJR-Gleaner initiative is a response to the challenges faced by several advertisers in understanding the limitations of advertising using associations with athletes, associated organisations, and the Olympics itself - the results of which have a debilitating impact on the various intellectual property rights holders in the arena.

Nordia Craig, manager of business development and marketing at The Gleaner, expressed delight at being able to offer such a seminar.

CLEAR UNDERSTANDING

"There is a cost to advertisers when ads, and even campaigns, that they pay to produce cannot be used or have to be re-done because the parameters of what they can do were not clearly understood. There is also a cost to the rights holders who lose the value that they pay for exclusive association with athletes, teams and events. We want to help to reduce that cost and, ultimately, the legal costs of an infringement." she said.

The seminar will be led by speakers from relevant interest groups specially selected to provide advertisers with the information and feedback they need to inform their campaign decisions as they relate to the use of protected content.

It is anticipated that persons will leave the seminar with a greater understanding of the Olympics and advertising activities around the event. They will also have an opportunity to air their views and receive feedback to their queries.