Advertising agencies have their own lingo. And yes, and I plea guilty in using these words. A lot. The lyrical miracles in the agency world brought us gems like “viral strategy“, “stuff worth sharing”, “social media advocacy”, “beyond the promise”, “360 degrees” and “365 planning”. My old friends Merlijn and Joris came up with “37 degree marketing” to describe that the best marketing should feel as comfortable as your own body temperate.
Hilarious. But as far as I’m concerned, it’s ok as long as agency people use it amongst colleagues and friends to discuss campaigns, strategies and nuanced thoughts.
It, however, turns dirty (advertising circlewank) when advertising language is used in advertising itself.
One of my favorites is “experience”. Visit any travel seminar and you’ll find copy like “Belgium isn’t just a country, it is an experience”. A restaurant will turn into a “culinary experience”. A TV will be a “crossmedial experience”. A sauna a “wellness experience”.
Another one is “big idea”. My former colleague at Boondoggle Amsterdam, Astrid Groenewegen, did a great job in explaining why “big ideas” don’t work. But that isn’t even my point. I got confronted with this Audi A1 Big Idea billboard when I walked the streets of Melle in Belgium. Great copy for an agency brief or internal document. Not to convince consumers to buy your cars.
Please, agencies, talk to us like normal people. Not like we’re your advertising homies.