According to the latest OMD Snapshots poll conducted for Marketing, 64% of respondents believe the UK should be bidding for the Games, although the number against London's application is a significant 24%.
The survey also gives a potential clue to the design of the bid logo, with almost a third of participants naming Big Ben and the Houses of Parliament as the landmarks which best represent the capital. Other well-known sights proposed include the London Eye and Buckingham Palace.
A competition to find a winning logo for London's bid closed yesterday (Wednesday), with a shortlist of entries being given an additional three weeks to fine-tune their proposals.
The winner is likely to be announced by the end of November.
Mills' appointment as chief executive of the bid - the most senior full-time role at London 2012 - came as a surprise to the sporting community, but underlines the entrepreneurial reputation of the man who launched Air Miles and the Nectar loyalty card scheme. Mills remains chairman of Nectar's operator, Loyalty Management UK.
Responsible for the overall handling of the bid, Mills will work alongside chairman Barbara Cassani and marketing director David Magliano, to persuade 126 International Olympic Committee members to vote for London in July 2005.
Joining Mills is Mike Lee, UEFA's director of communications, who becomes director of communications and public affairs. Lee will be responsible for the bid's PR support and improving the image of the application.
Although critics have alleged that London is already behind rivals such as Paris in its preparation, Cassani believes that having the right team in place is of paramount importance.
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