Kristine Drullion and Anaïs Guillemané Mootoosamy sat down with Mark Whelan to explore what it takes to harness the power of culture at an event as iconic as the Olympics. Drawing on her experience branding the event — and winning a D&AD Black Pencil in the process — Anaïs outlined why brands must tap into cultural relevance to build lasting value, and how this played out at Paris 2024. Kristine offered insights into how LVMH achieved true resonance — earning six per cent of total Olympic coverage — through an integrated approach to brand activation, and why she believes the future of sponsorship is being redefined.  

The conversation included:

• How brands can move from words to action by embodying their promises and becoming culture makers 

• How to rethink sponsorship: from logo placement to your brand becoming central to the cultural conversation 

• How brands can go beyond their traditional field of play to create cohesive engagement across communication, experience and brand building.