So, a few of your ad brethren/sistren have resolved to eliminate certain overused/annoying phrases from their lexicon (and yours) come 2012. As we wind down this year (yeesh, it went way too fast), let’s get some thoughts from a few industry people to see what they’d like to extinguish, on homepage and after the jump:
Conor Brady, Organic CCO, vows never to say the word “ecosystem” or “platform” in 2012. Or at least he’ll try.
Barbara Apple Sullivan, founder/managing partner of Sullivan: “Best in class.” Not only is it not believable, it says absolutely nothing. Just what is ‘best’ and in what ‘class’? It’s simply an attempt to fill air time with words that sound good.”
Stephen Malbon, founder/CEO of BON: “Tipping point,” “Sunset that idea,” and “Greasy media.”
Barbara Lippert, curator of pop culture at GS&P: “Could you provide a deck of these ‘jargon words’ you’re referencing? First, we’d need to put one of the teams within our eco-system of hyper hives on it to curate the deck. But before we can even re-purpose the adoption process of this collaborative initiative, we would need to circle back to the aggregation of our forces on a more integrative venture and see if it’s actionable on any platform. That said, we tend to be media-agnostic, but we have a suspicion about where it should live. Will let you know by EOD.”