In fact, one wonders why the LOC took so long filling this portfolio, because it is such a critical one. Mainly from the point of view of ensuring that South Africa's media do not feel that they are, as usual, mere messengers and watchdogs but on this occasion, because of the important nature of the 2010 World Cup, they need to be more involved.
Indeed, the media does need to keep an eye open for shenanigans but right now 2010 is a fait accompli. Modise will need to persuade the media that there is no point, from now on, in being negative about SA hosting the World Cup. That there is no point in being continuously critical of the country's ability to be ready in time. Because South Africa simply has to be ready in time. There is no other option.
And certainly if anyone can persuade the media to approach 2010 positively and inclusively, it is Modise.
He has enormous integrity and honesty and would probably be happy to admit to being somewhat bemused at the title the LOC has given him - head of communications and marketing.
Because Tim's experience in marketing has been peripheral at best. Certainly he would not claim to be a marketer or to even begin to understand its complexities.
Quite frankly, in his position on the LOC, he will not need to have a long and intense track record as a marketer. Because when it comes to the 2010 event, the LOC will not really have to do any marketing at all other than communications. The majority of the required marketing elements will all be handled by the relevant FIFA hotshots who are certainly experienced and successful marketers having garnered, for example, some quite incredible and profitable sponsorship deals.
It is always amusing when people tag the word "marketing" on to portfolios and titles. I suspect they do it not from any understanding of marketing but simply to give that title or portfolio some sort of standing and respect.
To call Modise's portfolio "Communications and Marketing" is a bit like a football club appointing someone to be in charge of "goal keeping and coaching" or seeing an advert for someone claiming to be a specialist in "fixing tap washers and plumbing" ,
The fact that the LOC clearly do not understand that communications is part of marketing clearly suggests that of all the things FIFA has instructed them to concentrate on, marketing isn't one of them.
So perhaps the first thing Tim should do is lose the "marketing" appendage from his title and allow himself to concentrate on the vitally important communications aspect without being sidetracked by all manner of marketing services suppliers beating a path to his door.
But, one group of people that will be particularly delighted at his appointment is the 2010 National Communications Partnership, which is made up of most of SA's high-ranking and professional communicators from both the public and private sector, which works alongside the LOC.
Modise will be the ideal link between this group of communicators and the LOC. In fact, ideally he should chair the NCP.
And finally, just in case I might be accused of exaggerating Modise's credibility, picture this scene. A busy suburban railway station in Tokyo on a trip Tim and I made to Japan a few years ago. Two young Japanese teenage girls, clearly on a visit to the city from one of the country's smaller towns, wanted someone to take a photograph of them.
They could have chosen any one of the hundreds of fellow Japanese citizens on the crowded platform. They could have chosen any one of the mostly Caucasians in our group. But they didn't. They chose the only black guy on the platform. Probably the only black guy in Tokyo at the time. Of course it was Tim Modise and he was the only one those two kids trusted not only to return their camera safely to them but also to produce a good picture.
Now that's what I call cred.
