Tuesday, October 4, 2016
by Jason Stavert

2016: A true underdog story

We’re only two thirds of the way through the year, but 2016 is most certainly turning out to be the year of the underdog. All around the globe, we have seen fairy-tale stories come true in the world of sport - one of the most inspiring of these stories has been labelled ‘the most unlikely triumph in the history of sport’, with that title of course belonging to Premier League Champions Leicester City.

At the beginning of the 2015/2016 campaign, Leicester City were favourites to be relegated from the top tier of English football, with odds of 5000/1 for them to finish in pole position – to put these odds into context, that stands with the Loch Ness monster being discovered, Sir Alex Ferguson to win Strictly and, my personal favourite, the Queen to have a Christmas Number One. These were all more likely to happen than Wes Morgan lifting English football’s Holy Grail.

Other amazing achievements this year include Danny Willet winning the Masters Golf Tournament 2016 and Gareth Bale FC reaching the semi-finals of the 2016 Euros (witnessed by Denfield’s token Taff, Mike Hillard). Wimbledon viewers would have also seen World No. 1, Novak Djokovic, crash out to 28th seed Sam Querrey.

Team GB came second in the medal tally at the 2016 Olympic Games in Rio, placing above Team USA, and the ParalympicsGB team also coming second in the Paralympics with the biggest medal haul for a British team since 1998.

So, what helped these sports stars defy the odds to achieve success? Determination, research, efficiency, effective delivery, teamwork, belief… and most importantly, Jamie Vardy.

The Denfield team is very much the same - before any campaign begins, our Insights team provides research to ensure campaign efficiency, our expertise in the Studio is used to effectively deliver the message and our dedicated Accounts team oversees the whole process to ensure our objectives are met.

While we don’t have Jamie Vardy in the agency, we have the ability to deliver campaigns in a speedy and timely manner, grabbing people’s attention with our eye-catching artwork and creative copy.

What does the rest of the year hold, both for the sporting stars and agency life? As it’s the year of the underdog, we’ll have to wait and see…