Diary: Bullmore contest reveals adland's pit of bitterness

Jeremy Bullmore ended his call for entries for a competition to find the best collective noun for a group of creatives by declaring that the contest would be void in the event of insufficient creativity by entrants.

Oh ye of little faith, Jeremy. The challenge laid down by Campaign's agony uncle produced an outpouring of suggestions. And what a fascinating insight they provide into how the johnnies in the T-shirts and combats are regarded by their fellow toilers.

Understandably, there's been a bit of duplication. A "Cannes" of creatives figures more than once. So does a "Trott". Others clearly don't think it advisable to be downwind of the creative department. A "fart" and a "flatulence" suggests an unhealthy number of visits to the local curry house.

But what a pit of resentment and bitterness seems to have been opened up by this seemingly innocent little exercise. Bitch, Envy, Toss, Snort, Sulk, Ego, Wank, Hangover, Overpayment, Swagger, Grump. That's just for starters.

Meanwhile, Alan Docherty, the Chiel Communications UK creative director, had Diary reaching for its dictionary with an "ensanguination". Apparently it has something to do with the consumption and digestion of blood. Does he really mean they're a bunch of blood-suckers? With friends like that, who needs enemies?

See next week's diary page to find out who's won.

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