Live loses out on 2012 payment

The London 2012 organisers are understood to have ruled out paying event marketing group Live for its promotional film used to launch the Wolff Olins-designed Olympic logo in June.

The film by Live – which is owned by Wolff Olins’ parent Omnicom – was controversial because it contained a brief sequence of flashing images that may have triggered epilepsy attacks.

The decision follows a three-month inquiry into the production work by The London Organising Committee of the Olympic Games. Broadcasting regulator Ofcom has confirmed that it is the responsibility of broadcasters to ensure that televised footage conforms with guidelines.

According to a statement from Locog, ‘Live and London 2012 regret any distress or inconvenience that may have been suffered by those viewing the animated video produced by Live to support the launch of London 2012’s new logo. London 2012 is concerned to ensure that any future use of similar material meets all requirements.’

Following the review, Locog says it has reached an ‘appropriate agreement relating to the costs of production of the video’.

The branding work by Wolff Olins cost £400 000. However, it is not known how much was paid to stage the complete launch.