Sir Martin Sorrell, boss of advertising giant WPP, today wowed the International Olympic Committee (IOC) with the message that the need to engage with young people has "never been more urgent".
In a virtuoso keynote speech to start the day’s proceedings, Sir Martin complimented his audience on the "very bold step" of setting up an Olympic TV Channel, while urging them to be "brave", "determined" and "proud of delivering the future of the Olympic Movement through this new medium".
His long, pithy, almost academic masterclass on the state of global media and its implications for stakeholders in the sporting movement, triggered a spate of questions that carried the event far beyond its allotted time-span.