In the first episode in our special 2024 Olympics’ series, we cover what it takes to build a meaningful media experience in the specific context of one of the biggest sporting events on the planet. The Olympics is a common reference for nearly half of the planet’s population – in 2020 it attracted a global audience of over 3 billion and is on schedule to bring in an even bigger audience in 2024. 

With the games taking place in Paris, who better to participate in our Olympic coverage than guests from Havas Play France, based in the City of Light.  In conversation with host Ben Downing, Augustin Penicaud, Vice President, Havas Play France, and Fabrice Plazolles, Chief Creative Officer, Havas Play France, dismantle the complex context in which incisive strategies are designed to create robust engagement and impactful brand campaigns for the 2024 Olympics.  

The conversation kicks off with a dive into Rule 40, something that brands and athletes talk a lot about. Essentially the key principles in Rule 40 (from the International Olympic Committee’s Olympic charter) set out how participants, including athletes participating in the Olympic Games, can engage in, and benefit from, commercial activities around the Games. It’s aimed at finding the right balance between the interests of the IOC, their sponsors, and the athletes with their sponsors. Our host and guests then unpack the opportunities for media experience and marketing moments within this context. We’re also reminded that ‘the Olympics in just a context. It's not the goal of the idea.’  

“You have to be smart in terms of media to be at the right place, at the right moment, in the right discussion, with the right communities. And that's what we do at Havas Play, because we are working on community planning and the way we touch these communities. And you have to be good in terms of creation because everyone is speaking at the same time,” underlines Fabrice as the discussion turns to crowded media moments, how to cut through the noise during the Olympics and how the agency leverages the Olympics to give food to the narrative of the brand. 

The above - and much more - in this fascinating conversation which gets to the heart of creating meaningful media experiences for enduring brand building and nurturing cultural change through communications during one of the world’s most powerful sporting moments. A discussion not to be missed! Enjoy!  

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Producer: Lindsey Partos 

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