Winning and the High Price of Fighting the Wrong Opponent

  |  March 26, 2012   |  Comments

It is essential to keep in mind what is important for sustained success - winning the hearts and minds of consumers through authentic stories and relevant connections.

"Winning isn't everything, it's the only thing."

One of the most iconic sports quotes is the statement above. Frequently attributed to Vince Lombardi, the famous Green Bay Packers football coach, there is ample documentation that suggests Lombardi didn't utter the line first. It was his own success that made it stick to his legacy. Nonetheless, Lombardi has become the forbearer of a generation of competitors who believe every game has only two outcomes - victory or defeat. While Lombardi might be reluctant to see Charlie Sheen and his "winning" tiger blood as a direct descendant, we are more and more a society driven by triumph.

As a sports fanatic, I am the last person to cast judgment on the notion of winning. However, more and more in the marketing space, we seem confused about who our competitors are and for what we are competing. On a daily basis, you can open a trade email and see a competitive summary of spending moving from one channel to another. Digital types triumphantly proclaim the onslaught of media moving out of traditional channels and into their coffers for allocation. All the while, traditional media looks at the reach and impact of digital and wonders what, exactly, all the fuss is about. In this exchange, the investment allocation itself is the determinant of victory when, in fact, it should be the combination of media that delivers the greatest value that is declared winner.

But the problem isn't just about the competition between channels. Now the competition is for distinguished positioning at events and in the media. Winners and losers are declared at events like CES and SXSW, events that were born out of the spirit of innovation and growth, where adoption by the mainstream of any technology is a win for all technologies. Mike Lazerow of Buddy Media summed it up well in a tweet in response to an Ad Age column following SXSW. He wondered why winners had to be declared, and proposed that the industry and all those who gathered and networked be considered beneficiaries of the experience.

As an industry, it is essential to keep in mind what is important for sustained success. We aspire to win the hearts and minds of consumers through authentic stories and relevant connections. We make conscientious decisions on a daily basis about where we can make that happen. In those decisions, we must choose the placements and pricing that are most beneficial to our mission. Those are the fights that really matter. Our business "wins," when we integrate our thinking and elevate our approach, are what we will be judged on long after.

Our fight is a collective fight. One against poor decisions made through partial data sets and industry blind spots. If winning is the only successful outcome, then perhaps another Lombardi quote, this one with less contention around its originator, may be more appropriate for us. "People who work together will win, whether it be against complex football defenses, or the problems of modern society."

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ABOUT THE AUTHOR

Chris Copeland

Chris Copeland is chief executive officer of GroupM Next, the forward-looking media innovation unit of GroupM. Chris is responsible for curating and communicating insight-focused media solutions across established and emerging platforms. Leveraging his multi-year experience with emerging media companies, Chris is tasked with stewarding GroupM Next in partnership with agency leadership from GroupM's four media marketing and marketing service agencies (Maxus, MEC, MediaCom, and Mindshare). The focus is participating with those companies leading changes that most impact consumer media consumption, brand favorability, and purchase behavior.

Guiding the Predictive Insights, Technology, Research, and Communications teams at GroupM Next, Chris is responsible for overseeing the amplification of insights into opportunities that directly benefit the business of GroupM agencies and their clients. GroupM is the world's largest media investment management group and the media holding arm of WPP. Together, GroupM agencies represent almost $30 billion in overall North American billings (RECMA).

Chris helped guide the development of GroupM Next, which was established to deliver the best thinking and new insights from within the GroupM community. The unit also focuses on technology innovation connecting all media channels, but especially, online, social, mobile, and addressable.

Chris was selected to lead GroupM Next after nine years of leading the search marketing practice within GroupM. Among his accomplishments are the development and integration of the global search marketing offering for GroupM agencies, GroupM Search, which managed $1.3 billion in search billings globally and grew to more than 1,000 search marketing strategists serving 40 countries. In 2009, Chris created the research division of GroupM Search and developed research studies that deepened the understanding of consumer behavior across search and social media for leading brands and garnered global traction - most notably: The Influenced: Social Media, Search, and the Interplay of Consideration and Consumption; The Virtuous Circle: The Role of Social Media in the Purchase Pathway;and From Intent to In-Store: Search's Role in the New Retail Shopper Profile.

Chris entered the digital industry in 1996 when he joined search marketing agency WGI (later acquired by Tempus Group). He has been with the WPP and GroupM family of companies since 2000 when, recognizing search as an emerging media channel with incredible potential for brands, WPP acquired Tempus Group and CIA, and ultimately rebranded the search marketing agency as Outrider. As senior partner and managing director of Outrider, Chris delivered on GroupM's vision for the channel, leading the organization to 500 percent growth with global presence over five years, and establishing award-winning search marketing strategies that have become industry-wide best practices. In 2002, Chris successfully implemented the integration of search into the cross-channel media planning process at MEC, creating the first search marketing practice to sit within a media communications and planning company. In 2007, he guided the business expansion of search marketing practices into all GroupM agencies. In 2009, Chris was named CEO of GroupM Search, where he was responsible for driving global search strategy for the organization, while fostering the innovative application of search as an integrated channel. In his role, Chris also provided digital strategy counsel for clients, including AT&T, Dell, Audi, Volkswagen, and more.

Chris is an active member on advisory boards at the 4A's, Google, Yahoo, MSN, and I-COM. He is a frequent speaker in global forums discussing the digital marketplace and how the space is evolving, and serves as a regular resource to national and industry press. Chris contributes editorial commentary regularly to Advertising Age, ClickZ, MediaPost, and MediaBizBloggers.com. In fall 2013, Chris was honored as an inductee into the ClickZ Digital Hall of Fame.

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