The article is written by Greg Taylor, Director of Brand Provocation at Elmwood, London

The Monday morning after the Olympics drew to a spectacular close, London felt a little blue. We’d all been feasting on sport for a fortnight and had the wholesome equivalent of a hangover. Talk is now turning to performance and legacy. You can cut the medals tables in different ways – weighting by GDP, population or team size so different nations come out on top—but however you look at it, women were the real winners in 2012.