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Publicis’ LiquidThread president Olivier Gers hired as IAAF CEO to ‘build its fan base and re-establish trust’

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By John McCarthy, Opinion Editor

August 17, 2016 | 3 min read

The International Association of Athletics Federations‎ (IAAF) has appointed Olivier Gers, the UK-based global president of LiquidThread, a division of Publicis Media Group, as its new chief executive.

Oliviers Gers

Olivier Gers

He joins after a six-month hunt for a replacement during which interim chief Jean Gracia helped oversee a restructure of the IAAF. It claims he came top of a shortlist of 200 candidates, with his 20 years in commercial marketing a large incentive for the hire.

Sebastian Coe remains the president of the body, a role he took up in September 2015, despite numerous controversies around his former ambassadorial role with Nike and doping in the sport.

On the hire, Coe said: “The IAAF is on a mission to change. We looked for a CEO with the energy, passion and experience to lead the organisation and, together with the Council and the Congress, drive the sport to be the best that it can be. Olivier’s experience in leading global teams, working with world-class brands and businesses and developing and creating digital products and platforms is exactly what we need.”

Gers, speaking during the Rio Olympics, said: “Sport is the purest expression of human possibility and all sport is anchored in the disciplines of athletics. The IAAF is at a challenging and exciting junction. It is a multi-million dollar business that needs to stay relevant, build its fan base and re-establish trust. Sitting at the heart of the sport are the athletes and their remarkable achievements. Bringing the global athletes and their fans closer together through technology is the ultimate goal to driving the business of athletics forward and I believe my commercial, marketing and digital experience will help to achieve this.”

He will fully start his new role 1 October 2016.

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