CAMPAIGN DIARY: Over-enthusiastic ad agency hype ends up going round in circles

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.

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

full-on hyperbole.



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.



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