Learning to Play Rugby

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One of the great things about rugby is that it has a place for anyone. Small folk with nifty hands and feet, tall rangy runners, short stocky pit ponies and lumbering giants can all find a place in the team. The modern game has brought a coming together of sorts – the big forwards need to be fast with good ball skills and the nifty backs need to be bigger and stronger. They all need to be sharp and fearless and they all need to follow a game plan but yet have the ability to adapt this to the circumstances they face. Rugby is therefore the best analogy for marketing these days and we all need to learn how to play it, agencies and clients alike.

There is a good article by EuroRSCG in Campaign which describes the way agencies need to adapt. Farewell (and good riddance) discipline silos and in particular Brand Planning and Creative sitting in two very separate ones, and hello Brand Choreography for a multi-disciplined team which works, in my view, more like a modern rugby team. Yes everyone has their expertise to bring to the table but they co-create ideas and adapt to circumstances. This recognizes the reality that ideas can come from anywhere – digital, PR, consumer insight – and that they develop best when worked on as a team rather than being passed on like a baton (E.g. “Here’s the big idea – any thoughts for social media or a web site?” – wrong!).

Some time back Chris Satterthwaite of Chime Communiations gave me the idea of a multi-disciplined brand team working like a newsroom – meeting on a daily basis (perhaps weekly is more practical) and reviewing what’s happened in the market, how stories have developed, evolving the brand message and coming up with new storylines. Back to my rugby analogy, this makes sense to me. The brand team not only has a place for a diversity of expertise and perspective but indeed it is made stronger by this. Like the modern rugby team (where backs have to be able to scrum, forwards must have ball skills and all must understand and be able to adapt a game plan) the brand team must all be marketers with an appreciation of each other’s specific areas of expertise so they can build on ideas. You can’t ‘leave it to the digital guys’ any more than the digital guys can leave it to the planners or creatives – they must all be creative, strategic and born digital.

The interesting thing here is who is the chicken and who is the egg? Should agencies play rugby and bring their clients with them or should clients take the lead and demand a different way of working from the agencies? Should they – can they – be just one big client/agency team? I guess it’ll be different stokes for different folks but there are arguably more challenges on the client side. It is not so hard to get a client marketing team to work as rugby teams – ever since open plan offices became the norm this has happened fairly naturally in my experience. The issue is the silos between marketing and the rest of the business. A specific challenge is the business planning cycle – typically an annual plan and rolling 3-5 year long term plan. This requires the marketing team to commit budgets, and therefore some kind of activity plan, months in advance and it makes this more fluid, adaptive way of working very hard in practice. The finance function wants to know what is going to be spent and for that expenditure to be justified as an ROI. The new way of working wants to “learn fast and fail cheap” with a range of executions and budgets that flow and grow as the ROI emerges.

There are no easy answers. It would help to keep a high percentage of the budget uncommitted to support ideas as they come up and it may also help to have a broader definition of who forms the client ‘marketing team’. I’d be interested to hear of anyone’s first hand experience of trying to apply this new way of working.

If you’ve no clue about rugby it might help to talk to someone who has. I am convinced it has lessons for us.

Only Old Guys Care About Privacy

David Rowan is the editor of Wired UK and he recently wrote about why he is not active on facebook. This interested me. I’m much older than David – who admits to being the wrong side of 30 yrs while I try not to admit to being the wrong side of 50. I, too, am very inactive on facebook. It’s partly a brand thing – feels more relevant to my kids than me – but I confess to a certain unease about sharing too much stuff on a social site motivated by profit.

David Rowan is much more explicit about his worries. Apart from the general point that sites like facebook are not motivated by your self – interest he goes on to list several other concerns. Giving away too much information makes it harder to reinvent yourself (mature maybe?) in later years. Information supplied for one purpose will invariably be used for another that you did not sign up for and indeed, may be used against you – are you happy to share everything about yourself with a prospective employer? People can be selective in what they choose to republish about you to paint a less attractive picture – people like journalists. Social sites lull us into revealing more than we realize and clever search allows that to be singled out.

Facebook have a Privacy policy that runs to some 5,830 words, nearly a third longer than the US Constitution, but it amounts to “we can do what we want with what we know” apparently. If this seems alarmist on David Rowan’s part you might like to bear in mind that Facebook founder Mark Zuckerberg has been quoted as saying he believes the world would be better place if none of us had any secrets. Hard to argue with that. We would behave better if we felt every thing we ever said, did, wrote or thought was freely and readily available to all our fellow citizens. We would be good – but not for goodness sake. Not sure that’s the world I’d like to inhabit (it is of course the world you already inhabit if you believe in God and divine retribution).

Rowan wrote his piece in response to a colleague’s taunt that only old guys care about privacy. In fact the proportion of younger users of facebook who are becoming more circumspect and private in terms of their use of the site is higher than the older users. We all care about privacy, perhaps if you are older you are better able to understand why. You have more experience of the benefit that comes of mistakes you were able to keep private versus the downside of the ones sadly you were not.

I am a firm believer in Permission Marketing especially in today’s ‘Wired’ World. I think the transaction must be clear – I tell you certain things in return for you using them to my explicit benefit. I am involved in one such business and am aware of others that are being developed. I think we’ll see more and more of this. People will share information about themselves if they can see you will use it responsibly and transparently and they get something out of this. No harm in marketing to people if they want you to. I love cars and would happily share insights on what I own, what I like, what I think about cars etc. if you promise to reward me with great deals and interesting content about my particular hobby. However, I’m not sure I want you to market some diet pills to me just because I confessed to being worried about my weight on facebook to people I thought were my friends or if I uploaded some photos where I looked a bit podgy (which would be any photo of me).

Young people (and old people) read about their favourite celebs in magazines like Heat and Hello. Their facebook page is their chance for a bit of fame if they share what’s going on in their lives. They are copying what they see celebs do (or have done to them) in terms of publicity, reaching for their 15 minutes of fame.

So, I have adpated an old Cat Stevens song as a warning to young people who, in their search for internet celebrity, are not sufficiently wary of facebook:-

Oh, baby it’s a wired world,
It’s hard to get by just upon a smile.
Oh, baby, baby, it’s a wired world
I’ll always remember you just like a child, girl.

At least I will if you are not careful about the photos you upload to facebook.