Poll finds that half of marketers dislike London 2012 Olympic Mascots
Mixed reaction as poll finds that half of marketers dislike the design of the London 2012 Olympic Mascots.
A poll of 817 marketing, conducted by marketing recruitment specialist EMR has found that just over half (51%) of those polled were negative about the design of the Olympic mascots for the London games in 2012, named Wenlock and Mendeville.
Designed by Iris, the design of the characters have received a fairly negative reaction from the public and the media, but it would seem that marketers are more understanding…or are they?
The research also found that 22% labelled the design ‘dreadful’, 12% said it was ‘very poor’ while 16% said it was ‘very good’ and 8% rated it as ‘Excellent’.
Despite this, 30% of marketers did admit that they preferred the characters to the Olympic logo, which also caused an outcry when it was unveiled.
Simon Bassett, managing director of EMR, said: “We knew from the reaction to the 2012 logo that the unveiling of the mascots would cause quite a stir. Given the outcry of disapproval following the logo launch it appears the Olympic marketing campaign has taken a step in the right direction.”
Bassett continued: “The designers would have had to go some way to create a pair of mascots that were received less well than the logo. And for some, Wenlock and Mandeville have put the marketing campaign back on track. But others have told us they don’t see a connection between the designs and the campaign remains flawed. Whatever opinions are expressed now the real test will be whether the mascots inspire floods of merchandise sales. If they do, the designers won’t worry too much about today’s naysayers.”