The Olympics will be a key catalyst for London branding

London’s host city status presents an amazing opportunity to capitalise on the profile of the world’s most famous sporting event to move the London brand firmly into the 21st century (DW 8 June).

Wolff Olins’ work will involve collaborating with London’s numerous and diverse stakeholders to develop a clear strategy for London’s brand over the next ten years.

This is critical, as we position London as the world’s most globalised city in the face of a global economy that is changing rapidly and moving inexorably eastwards.

The Olympic Games will provide a key catalyst on the continuum of London’s development.

James Bidwell, Chief executive, London Unlimited, London W6