There's a particular stomach-drop when England play at a World Cup. The games where everything clicks. The ones where nothing does. Those that looked hopeless until, somehow, a way through was found (cough, DR Congo).

And then, WOW, the Azteca! I'm not sure you could want much more from a game of football. 2-1 up before half-time, two penalties, a red card. Football at its most entertaining, right to the final whistle. Not forgetting one of the funniest post-match interviews with Captain Kane.

In these moments we're reminded that a bunch of talented athletes, who happen to call the pitch their workplace, can rise to the occasion. That kind of relatability is infectious. Day in, day out, whatever you do, you're likely part of a team trying hard to deliver results. It takes grit to succeed together.

It's the same at twcreative®, on a smaller stage. A small, independent, award-winning agency, no big network behind us, no global machine catching things before they go out (although we do pride ourselves on a fair few eagle eyes among us). What we have is a team that backs itself. People who'll happily switch positions when the day demands it, and pull more out of the bag when the deadline unexpectedly tightens.

Sometimes you just have to get the job done, even if the process isn't the prettiest. Amends that blindside you near the end of the day. A key person on holiday right when you need them. Feedback that changes everything after sign-off. It isn't glamorous, but it's often where the best teams are made. And always, always with quality.

Maybe that's what being more lion really means. Teams who keep surprising people, on and off the pitch, are usually full of people who genuinely care about the outcome and about each other.

And perhaps that's why so many of us feel like we're playing for England. We're always trying to step up for the people around us.

The Next Test

We don't have long to enjoy this wave of belief. Our next match is against Norway, quietly one of the stories of this tournament. Their first World Cup in nearly 30 years, and a first-ever quarter-final, earned by knocking Brazil out with two late Haaland goals. They turned up, trusted each other, got on with it.

And that's the thing about football. There's rarely time to properly celebrate one win before the next challenge arrives. A creative agency isn't much different.

Launch a campaign? Hurrah. Win a pitch? Celebrate. Deliver a project everyone loves? That's why we do it. Then a new week comes with a different brief, a different challenge. But what remains is the same team around you, and the belief that if everyone pulls together, you'll get over the line.

We're wishing England the very best in the quarter-finals. And to every team out there, here's to the people you're lucky enough to work alongside.

Because, as this tournament keeps reminding us…

You don't win the big games without…

Quality.