It is Campaign’s thankless task - on behalf of our readers, of
course - to be eternally vigilant against all instances of agency hype
and unfettered adspeak.
The latest comes from the newly formed Capon Kirchner Balmforth
Trendall, described in its launch press release as a ’fusion’ (makes it
sound like the white heat of nuclear technology) of two agencies
nobody’s heard of - CBT and Ginn Jeffery.
Suspecting, perhaps, that this news is not quite sufficient to whet the
appetite of jaded hacks, the author of said press release then goes into
The new agency, we are told, ’will close the marketing circle by driving
forward (if it’s a circle shouldn’t it be driving round and round?) 360
degree creative solutions which deliver not only creative strategies but
also strategic creativity’.
Got it? Simple, isn’t it? So, listen all you BBHs, BMPs and Abbott Meads
out there. Now you know where you’ve been going wrong. Get your
protractors out and start producing, sorry ’driving forward’ your 360
degree creative solutions.