Diary: Straight-talking WPP chief in a push to purge jargon

If you've ever found yourself sitting "outside of your box" and indulging in some excellent "blue-sky thinking", while wondering what on Earth the seemingly constant stream of mindless jargon that is fired at you all day, everyday, actually means, you'll be glad to know that someone in advertising is trying to do something about it.

Martin Sorrell, WPP's straight- talking boss, is getting behind the idea to introduce plain English into "business-speak" because he's sick of everything being surrounded by jargon (despite the fact he often falls into the trap himself). After all, this is the same man who coined the analogy that the advertising recovery would be bath-shaped.

However, as agencies and companies look for greater standout, the temptation to use jargon can often become too much - just like a press release Campaign received from Saatchi & Saatchi. It failed to say anything interesting or intelligent in a full page, and gave no clue as to what the real story was.

On no fewer than seven occasions, the release employs the term "CULT-GEIST" - a completely made-up phrase, which the company coined to name its cultural intelligence network. The agency has even gone as far as officially registering the phrase as a trademark.

It's worth remembering that this is the same agency that also created the "Love Marks" thinking.

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