The line-up so far: as described in Part 1 and Part 2, starting in the Dug Out with Head Coach -The Marketing Director. Goalkeeper, No 1-The PR Executive; No 2 - The producer; No 3 - The Media planner; No 4 - Research analyst; No 5 - Client Service Director; No 6 - Brand manager; and No 8 - The Creative Planner.
Let's now move up into the pivotal part of the pitch - the midfield.
The only other position for the magical Messi, would be Creative Director. It's a role he can perform at will. But in the hole, allows him more freedom to attack or run diagonally at pace, over distance, the source of his trademark goals against Nigeria and Bosnia.
As I said earlier, thinking fast on his feet is one of the copywriter's key attributes too. To inspire, change the focus and reposition, all while creating memorable moments, are just some of the traits found in both roles.
The best writers influence in the studio is similar to a good day for a Number 10 on the pitch; it invariably means a good day for the other 10 players. From observation, I'd volunteer that the very best copywriters in Africa, people like Alistair King, John Davenport (South Africa) Laadi Fafunso, Boye Adefili (Nigeria), Rashid Tenga (Tanzania) and Alvas Onguru (Kenya) are no less insightful, in their arena, than Messi is in his. Enough said.
I wonder - Do I see you nodding, or shaking your head?
My attack has a cutting edge of three, with two wide and one central striker.
Yes, they say a picture is worth a 1000 words. Reason is one memorable image is retrieved by the brain up to 30 times faster than any combination of words. The art directors role, especially today, is to use images that cut through clutter the way Arjen Robben's left foot - artistically yet directly - cuts through defenders.
Totally invaluable to the team, by the way he'd often drop deep to receive the ball as if another defender; knowing he could transition play with one mazy lung-bursting run after another.
The art director is equally resourceful and robust. Running onto lines from his copywriter (often long after midnight) to rapidly produce image after image that strike home by being memorable. Don't forget Bill Bernbach's words: "If your communication isn't noticed everything else is academic".
A quick gaze at Archive magazine is proof enough that we live in the age of the image. The pen IS still mightier than the sword, but now clearly, the pencil IS as mighty as the pen.
While my coach or manager (the marketing director) could be said to lead from the back, there's no doubt in my mind who leads from the front. It's the number 9 - the one who finishes off the teams work on a good day; or finishes on his own on a bad team day. He provides the cutting edge and is very often the difference between winning and losing.
On grass - his role is the focal point of attack. It's effectively the same in the boardroom - to be the vocal point of the presentation. He has to be bold in execution, decisive in decision making and utterly single minded in focus. He's the one player, along with the keeper, who is allowed no margin for error.
Some could argue, that if Argentina's Higuan had been more focused in front of goal, (and also Messi) Germany may NOT have won the FIFA world Cup. This is why the striker and the CD's command the biggest transfer fees from Club to Club and from Agency to Agency. My No 9 then, is Miroslav Klose of Germany. Klose has smashed his nations goals record (71 so far) and is the second highest tournament scorer over the last three World tournaments.
In Brazil, no one else came close.
What does Andre Schurrle have in common with the digital designer apart from retro designer stubble? Lots. Both are direct, powerful and hard to shake off the ball, OR from the memory. Both are excellent technicians, are perpetually in motion, and boy, do they know how to finish! Chelsea's Schurrle is more like a No 9, often steaming in un-noticed from the wing. He along with Gotze, was very much the off the bench impact player in Brazil.
The digital designer is an impact player too. He also pops up in new places (channels) often multi-tasking (web pages, apps and animations) all to ensure his brands visuals are noticed.
There you have my team sheet - 11 different roles but all working together- to build a BrandTeam ethic equal to Germany! Now it's your turn. Put your Head Coach (Marketing Director) hat on, and tell me what roles I have missed and what numbers they would play.
But those who affect the play aren't always on the pitch...
What brings games alive and what fans react to most is the attacking play in the final third. It's these breakthrough moments that get bums on seats. And out of them... cheering! Likewise, brands are brought to life most by memorable creativity. Killer execution is required in both domains. Without it there would both be fewer fans, and less consumers.
Over time, the difference between a soccer fan and a loyal brand advocate becomes negligible. In fact, the more a brand deliberately treats its customer as a fan, by rewarding their loyalty as individuals (not as a number), the stronger their relationship will grow. Are you yet to treat your customers like fans?
There comes a point when these two critical pre-requisites cancel one another out. Talent always beats the unorganised, but an organised, prepared team can often blunt talent alone.
The next, final level is reached when only players that embody 100% both pre-requisites, are placed in the same side. This is what Germany's coach Joachim Loew did. He picked a philosophy and formation:4-2-3-1, that suited and enhanced the players at his disposal. The result? A team with no weakness that only plays to its strengths.
It's the same at Cannes - the Marketers' World Cup of Advertising - you will never win unless you play 100% as one team. But it takes consistent core BrandTeam alignment to ensure your 'squad' works harmoniously. This means more than an annual 'fun' training weekend, or a weekly conference call update. No. It means a Total Team Enhancement Programme, where key players switch roles twice each month, outside the office environment, and alongside the consumer, to see how each of our challenges can become opportunities to better understand one another.
Within agencies however, nothing is more competitive, challenging, or revealing than putting the right team together to win the next pitch. Not only is it time bound involving other teams (like in a tournament) it requires inputs of ideas from different perspectives backed by research data that ensures no 'own goals'.
The need to rehearse, rehearse and rehearse again is never more necessary than in the build up to the adrenaline rush of the 60 minutes - as against 90 - we are invariably allotted.
This, in our experience at creative Pitch Doctor is where most pitches are won. Or lost. This is where the client decides:
2. If the agency team works seamlessly together, and...
3. If his, (or her) team will perform even better along side the agencies.Often No 2 is marred by a disjointed flow and a monologue, however passionate, hogged by as few as two players, thus reducing the rest of the team to passive spectators. Get no 2, and 1 right, and no 3 looks after itself.
The old adage: "Teams Win it-Individuals, Lose it" has never been more apparent than here in a pitch. It's always been true of course, on the pitch.
Honestly, is your BrandTeam's backbone, from centre-back (client service) through midfield (strategy) up to the No 9 (creative director) truly training its efforts to win the next round of pitches? Before going on to lift Gold at Cannes next June?
If not, one final parallel with Soccer awaits. It will all end in tears! Let's hope that yours, unlike those of Brazil, will be the one's flowing with joy.
I'd really appreciate your comments below (and alternative role selections) or send to: moc.liamg@nilocrrom
