“Oh, rugby. What a game. It’s like American football and sumo wrestling gave birth to a baby with huge muscular thighs all caked in mud.” - Ted Lasso

When I started The Second Row, I intentionally kept the inspiration behind the name of the company to myself, mainly because I liked telling the story to people who know me very well or who are just meeting me for the first time. To make the connection between the agency’s strategic capabilities and the unique characteristics that make me love the game of rugby so much, this post explains the vision and intention behind The Second Row name.  

 NOTE: I’ve used ChatGPT, the innovative and controversial Artificial Intelligence chatbot, to help me define the rugby terms below. As the human touch is still important, I’ve edited the passages below.

Norwich University vs. Boston College, September 1996

The Origin

Originating in England in the 19th century, rugby is played with an oval-shaped ball and involves two teams of 15 players each. Known for its physicality, with players engaging in tackles, scrums, and mauls to gain possession of the ball. Points can be scored by touching the ball down on the opponents' goal line (a try) or kicking the ball over the crossbar and between the uprights (a field goal or drop goal). Source: ChatGPT

During my freshman year at the University of Rochester, I accepted the invitation of a hallmate to try rugby. I took to the game immediately. I had played a bit of football in high school, but I didn’t love the culture of the sport and stopped playing early on, but for me, rugby was totally different.

Because the game is so physically tough, played without pads and in any weather condition, it creates a natural camaraderie between teammates, as well as opponents. At the time, this was exactly the combination of social connection and physical collaboration that I had been seeking for a long time. When I transferred to Boston College for my sophomore year, I immediately joined the rugby team, and that group became the base for what was an extremely happy and productive time in my life.

Boston College Rugby Football Club, Ireland Tour, March 1996

 The Position

In rugby, the Second Row position are filled by two players who are commonly referred to as locks or the Second Row. These players are typically tall and strong, and they play a key role in the team’s set pieces, such as lineouts and scrums. Source: ChatGPT

I am 6-foot-3 and back in college (a long time ago…) I was ‘about’ 225 pounds - a natural fit physically to play the Second Row, but my size wasn’t really what drew me to the role. While it’s not the ‘glory position,’ the Second Row is the engine room of any good team. When I was doing my job well, I was part of the foundation for my teammates, and myself from time-to-time, to create and execute an effective offense, while simultaneously playing tough, reliable defense. Those who play the Second Row are able enjoy a very specific brand of pride and joy when their team is successful and are likewise fully ready to take full responsibility for both their own mistakes as well as teamwide shortcomings.

Anyone who has done marketing communications knows that it can be a somewhat thankless role – we are the people standing behind the people who get the headlines. But we take as much pride in a job well done as anyone else, and understand that we only look our best when the entire team does. The best marcom professionals truly embrace the value of being on the Second Row.

In Part II of this two part blog, I dig into how the many requirements of those who play the Second Row are similar to what’s required of a top-notch marcom pro.