CAMPAIGN DIARY: Adspeak (trans: crap)

Have you ever wished you could get shot of some annoying people and clients infesting the far reaches of your agency network by insulting them in their native adspeak?

Have you ever wished you could get shot of some annoying people and

clients infesting the far reaches of your agency network by insulting

them in their native adspeak?



Well, now it is possible thanks to Scholz and Friends, which has

produced the first International Alternative Adspeak Dictionary.

(Readers who remember otherwise and feel the urge to say so should

remember that only very sad people write to magazines to correct such

things.)



In this fascinating tome we learn that the Flemish equivalent for a

Beattie (’a creative with a magnificent gift for self-publicity’) is

’een coctailschuimer’ (trans: ’someone who likes to be seen at every

opportunity at advertising events’). And if you want to be really

insulting to a German agency secretary, mutter the phrase

’Konigin-Mutter’ (trans: Queen Mother; cold-blooded secretary with a

sense of royalty).



Meanwhile, turning to the English section, clients and Campaign

reporters will be familiar with the ’iceberg strategy’ (trans: practice

of talking only about your shop-window accounts) favoured by top 30

agencies. Not bad so far, we hear you say. But it gets less plausible

elsewhere in the English section where much of the so-called adspeak

passed out of regular usage at least 20 years ago.



For example, who uses a ’Seymour’ these days when an account director

can quite easily trouser pounds 100,000 a year?



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