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Africa Was Supposed to Be the Future of Football. So Why Does the Future Keep Passing Us By?

As the FIFA 2026 World Cup unfolds in the U.S.,Canada, and Mexico, an uncomfortable truth is becoming increasingly difficult to ignore. Football likes to sell itself as the world's most democratic sport. A ball, an open field and a dream. That is the mythology. That is the romance. The reality is rather nuanced. Modern football is becoming an industrial enterprise, and like every other industry, the countries with the deepest pockets are pulling away from the rest. Make no mistake. Talent still matters. Passion still matters. History still matters. But money matters more. Take a look at the emerging football powers of the twenty-first century. Australia was once viewed as an outlier, a sporting nation whose interests lay elsewhere. Today, it has become a consistent presence on the world stage. The country's investment in sports science, coaching, youth academies and infrastructure has transformed it into a serious football nation. Then there is Qatar. A country with a populatio...
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What do copywriters do?

Sometime last year, someone was looking for a copywriter. Another someone linked him to me, whereupon I dispatched a sample of my work post haste, and he called me in for a sit-down. (Which invariably necessitated hauling myself across town). I now can't recall much of what transpired in that very short meeting, but I remember client-to-be praising my singular ability to write a captivating TV commercial. And then he expressed grave concern over my. . . how shall I put it. . . “ability,” as in do I have it in me, to knock out a satisfactory brochure? (Because who populates their creative portfolio with brochures? 🤷🏿‍♂️) Actually, it might have been a flyer but I am quite possibly inured to the details by the general barbarity of time.

Anyway, I sent back my costing for the job and—no surprises here—never heard from him again. Turns out he was looking for a flyer-writer. Or a brochure supremo. It also turns out that this is a pet peeve with marketers today.

So what exactly do copywriters do?

Quoth creativepool.com: "Creative copywriters are employed by agencies both permanently and on a freelance basis to develop advertising concepts. They mainly deliver the words and verbal content that accompanies the visual elements. Agency copywriters usually work in close partnership with art directors and have lots of input to the visual elements. Many advertising agencies appoint them as a creative team. However, many successful copywriters set up as freelancers.

The types of projects and clients vary widely, although some copywriters may specialise in an industry sector. They may also specialise in producing copy for:

1. Above the line advertising, which uses mass media like TV, cinema, interactive media, posters and radio scripts to promote brands.

2. Below the line advertising, which uses less conventional methods that focus on direct means of communication, like brochures, leaflets, press advertisements, direct mail and digital media.

The copywriter is responsible for taking a client's advertising brief and generating original copy ideas that grab the attention of the target audience.”

What kind of copywriters are you hiring out there?

This post first appeared on my Instagram blog. Read more at https://www.instagram.com/javanongurucreative

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