Some would describe the Olympics opening ceremony as bizarre. The reception had a mixed press reception. Certainly, if you compare it to China in 2008 which showed efficiency and organisation on a grand scale or Britain in 2012, which was orchestrated by the wonderful film director Danny Boyle it probably came up short. For good measure, you also had Mother Earth and the climate throwing in its two penneth.

It illustrates the importance of having a coherent plot/story. Focusing on some thread. The Olympics opening ceremony did not showcase to the world, the contributions of France, but in a disparate way, the ambition cannot be criticised.

As an agency, we have experienced the corporate value of a boat trip on the River Seine starting near Notre Dame and going past the Eiffel Tower. Our event was on a much smaller scale but in its own way more targeted. Ultimately you have to consider what is the purpose? What are you trying to achieve? What is the image you are trying to portray globally? Culture is passing by on the riverbanks, it is in the wine/food, it is in the guest speakers relevance.

The Olympics opening ceremony opened with an American singer, Lady Gaga with a pre-recorded performance. Where was the celebration of Alexandre Dumas, the world-renowned author of books like The Three Musketeers and Count of Monte Cristo? You had a “celebration” of a woman being decapitated. If we envisage France as a brand being showcased to the world, then I think that France has so many positive aspects that could have been highlighted.

You might say when you embrace the future you can step into dystopia. Certainly, we don’t need this at the Olympics or a cultural event for your company…with or without the river setting.

Our holistic approach to brand marketing rolls in the events. They are unashamedly classy, cultural and focus on the great strengths in all parts of the human story.

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