The development of new technology invariably leads to the emergence of new words to describe exactly what this tech can do. And with the emergence of programmatic ad-buying and a range of other digital tools, marketing has become flooded with acronyms, intialisms and buzzwords that wouldn’t make sense to anyone outside the industry. Attend an agency lunch or dinner these days, and you’re more than likely to hear a few of these phrases thrown around by individuals who are either in the know or doing their best to feign it. Jargon overload can be frustrating, but we’re actually pretty lucky. At least we aren’t in the business of selling Turbo Encabulators.
Such effortless jargon delivery
‘I was 17 when I went to war’: the impact of simple language
After a short chat with his war veteran grandfather, DDB chief creative officer Damon Stapleton was reminded of how powerful simple language can be.