Push the boundaries: Sorrell believes that the time is now for delivering content via mobile devices, and the IOC is uniquely positioned to leverage the medium with the Olympics. Photo: Reuters
KUALA LUMPUR: Olympic chiefs must pump more content to mobile devices, and extend the allure of the Games outside its 17-day window to stay relevant to young people, marketing guru Martin Sorrell said.
"You need to evolve to new consumption behaviours in both younger demographics and in fast-growth markets, more online and more mobile," the founder and CEO of marketing communications group, WPP, told International Olympic Committee members.
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