Marketing Transformation at the Rugby World Cup 2015


The Rugby World Cup is finally upon us, and for the next six weeks England will be hosting teams from all over the world in their attempt to come out as champion.

So who will rise to the top? England, as the host country and home team, is an obvious favourite, while South Africa, Australia, and Ireland aren’t far behind with their followings. Topping all of these favourites, however, is reigning champion New Zealand All Blacks.

Flock Associates All Blacks Rugby

A recent article by the BBC spoke with centre Conrad Smith to take a look at life inside the All Blacks, and here at Flock, we found some similarities between the values of being a part of this winning team and running an integrated marketing campaign.

Culture & Scrutiny

Being on the All Blacks is no easy task – there are high expectations.  Quick-wit, responsiveness, and tactfulness are all essential characteristics needed to survive as an All Blacks team member. “The public expectation is tough to deal with,” Smith explains, “it’s a bit of a challenge but I think you just embrace it, you realise it’s a good thing, if you use it in the right way.”

While Smith’s quote is illustrative of a team member on the All Black’s, it can be similarly descriptive of launching an integrated marketing campaign. The customer is your hardest judge to please, and with an ever-changing world with growing capabilities, attention is constantly moving to the next big thing. Flock recently helped a client approach their product development with a more customer centric view that ultimately minimized costs and improved sales and efficiency. Check it out here.

Development & Ambition

To be a reigning world champion, you can’t simply play the game like the rest of them. Smith explains, “You have to come up with different ways of playing the game. Observe the way it’s played, how other players are doing things in your position, or the way the game is going. You can never stand still or you’ll get overtaken. If you keep doing the same thing, season after season, the opposition will figure you out. You won’t have continued success and you won’t keep performing at high level.”

As explained, the world of marketing is moving at a fast pace, making it it is more challenging than ever to stay afloat and succeed. Embracing these changes, though, is key to staying relevant and noticeable to your audience. See how Flock recently helped a client adapt through assembly and activation of social media and PR strategies here.

It may seem impossible to relate two things that, on the surface, look entirely different. But even the rough and tough sport of rugby can have qualities relative to the integrated marketing world.  Both requiring a sharp and agile approach, these opposing cultures have much more in common than you may think.

Looking for more? Check out some of our favourite integrated marketing campaigns here.

For more information on how Flock can transform your marketing approach, get in touch!

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  1. Earlene on December 16, 2016 at 1:06 am

    You actually make it seem so easy along with your presentation but I find this
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  2. on April 20, 2017 at 6:40 am

    Insightful article. Marketing automation and transformation is indeed an important endeavor for enterprises. Marketing Transformation Toolkit provides customizable deliverables for teams embarking on automating and re-engineering the Marketing function. 


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