2012 logo provokes more controversy 17/11/2009 |
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The advertising agency hired by London 2012 to promote the Games could find itself in hot water after comments from its European boss about the much-maligned graffiti-style logo and support for the event outside the capital.
President and chief executive of McCann WorldGroup Brett Gosper was quoted in the Financial Times giving the logo what the newspaper described as a “decidedly lukewarm endorsement”.
The logo was designed by Wolff Olins and Gosper told the FT that the agency probably did not anticipate the controversy it would generate when it was launched two years ago.
“Was it good or bad PR?” said Gosper. “We saw the fallout of the logo. [Wolff Olins] would have quite liked the debate, but I don’t think they thought it would go that far.”
Gosper refused to give his personal view on the logo. “For us, it’s irrelevant whether we like it or not,” he added. “My personal opinion is not that relevant.”
But asked whether he would have designed such a logo, he said: “Probably not.”
Gosper called the reaction to the logo “unfortunate” but added: “It has huge impact and awareness. It is famous or infamous. I don’t think it’s a bad thing.”
McCann was only hired to handle the Games account in the summer and Gosper’s comments do not appear to have gone down well with 2012 officials. “This is surprising given we are working closely with McCann to develop the logo across various creative platforms between now and Games time in 2012,” said the organisers.
Gosper, whose father Kevan is a former Australian athlete and a long-standing member of the International Olympic Committee, also felt that the 2012 Games had yet to generate interest in the Olympics outside London. “I don’t think there is an excitement around the country. There is an enthusiasm that is well behind London,” he said.
“There is a certain fear as to whether London and the organising committee can pull this off so that people can be as proud as they want to be.”
The London 2012 organisers responded: “Questioning of support outside of London is also surprising and contrary to research and the high levels of support we’re getting from the nations and regions.”
The FT quoted McCann WorldGroup as saying it was fully supportive of the “iconic” logo.
Wolff Olins told the paper it never discussed client contracts.
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