If you’re involved in the production of beer, fast food or computer games it’s seriously important to your business. It makes the whole world jolt to stop, and head for the pub. And it only comes around once every four years. Yes, it’s the World Cup. Probably the only global sporting event to encourage behaviour so diametrically opposed to the fitness and skill played out on the pitch. It’s a truth universally acknowledged that where there is a large sporting event, there are advertisers. And the World Cup is perhaps the biggest of them all. Now I’m not dissing the Olympics - I could watch the Olympics all year long if you provided enough tea, biscuits and bed sore cushions. Everyone loves the Olympics. Go on, admit it; it brought a tear to your eye to see Michelle de Bruin (that’s de Bruin now, de Bruin, not Smith) bring home … There’s more →