Just over half-way through there can be little doubt that the 2012 London Olympics has given Brand Britannia a very big boost, at least qualitatively, writes Sir Martin Sorrell.
Arguments may rage over the quantitative benefit. Will the legacy justify the £9bn infrastructure investment? Will consumer and tourist spending be enhanced to the tune of £850m, as Visa, a major Olympic sponsor suggests? Will advertising and marketing spending be boosted beyond the normal and the £750m predicted?
Whatever the relative strengths of these arguments, there is no doubt the intangible benefits have been considerable in many ways so far.
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