The World Cup marketing that could have been

World Cup 2018 will have started for many marketers after the final whistle blew in Rio in 2014. I know it did for our BBC Sport marketing team. For the BBC it’s such an important event for us to get right for so many audiences and for our brand, so the planning that goes into it starts pretty far out. One tournament ends, the next one begins, with important diversions for the Olympics, FA Cup, Euro’s, Wimbledon and 6 Nations along the way.
In the words of our new national oracle, G