• Ad Age, Thursday, June 28, 2012 10:10 AM

McDonald's, official restaurant sponsor of the Olympics since 1996, is doing it again in London, and will keep at it through the 2020 games. The chain will have its largest venue at the summer games, and will do a complementary ad push featuring LeBron James and Luol Deng, via DDB. Children's exercise, nutrition and well-being through "Champions of Play" is the message. Kevin Newell, who became the chain's global brand officer in early 2011 talks about the initiatives. Newell happened to have been an Olympic trials runner in the 200-meter race in 1980. Herein, he talks about the Olympics messaging and how it ties to McDonald's overall brand strategy.

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