The IOC is finally starting to embrace the modern world – now it’s time to open up the Olympic brand, says Rob Coke, group strategy director at Studio Output. Sixteen glorious days after they opened, the Rio 2016 Olympic Games have closed. ‘Open’ and ‘closed’. That’s also how the Economist recently described the new fault lines in international politics. No longer about left and right, the outlook of politicians – and nations – is ...