NBC Olympics’ CMO on the Herculean Task of Marketing the Games

And his network’s promotional blitz

As one of the men behind NBC's storied '90s slogan "Must See TV," John Miller knows what it takes to win over an audience. And for the past dozen Olympics, first as CMO of the NBC Sports Group and then last year as chief marketer of NBC Olympics, Miller's marketing and promotional efforts across the network's vast television and digital portfolio have made coverage of the games top of mind. Promoting the Summer Games in Rio de Janeiro was a yearlong effort, which kicked off last July with 60-second spots across NBCU's 18 networks, online and social media. The campaign will go full throttle in the weeks before the opening ceremony.