Never talk like an advertising agency.

Advertising agencies have their own lingo. And yes, I plead guilty to 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”. Two old friends of mine came up with “37 degree marketing” to describe that the best marketing should feel as comfortable as your own body temperature.

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 does, however, turn 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”. A former colleague at Boondoggle Amsterdam did a great job explaining why “big ideas” don’t work. But that isn’t even my point. I was 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.

Written in 2011, left as it was. Where I took it later: Acts, not ads.

Original: Never talk like an advertising agency, 28 April 2011. Historical links may no longer work.