Reuters: Olympic chiefs must pump more content to mobile devices, and extend the allure of the Games outside its 17-day window to stay relevant to young people, according to Martin Sorrell. “You need to evolve to new consumption behaviors in both younger demographics and in fast-growth markets, more online and more mobile,” the founder and CEO of WPP told International Olympic Committee members. Sorrell said the IOC should create a range of content that is more than live and archive footage, and make it easily shareable. “You have the ultimate story platform, young athletes, their families, friends and dreams,” he said.