Workroom Giving Brands Purpose
14 February 2025
Our industry, and the media more broadly, is full of jargon and buzzwords that have been misused, overused or stripped of their original meaning. Terms like ‘strategy’, ‘rebranding’, ‘purpose’, ‘design’ and ‘creativity’ are often tossed around so freely that some have even become ‘dirty words’!
So, it was a pleasure to be featured in Abbey Bamford’s recent article for Creative Boom about word fatigue in the creative industries, in which she listed some of the many words creatives are actively trying to replace or avoid altogether, this year.
Our MD, Brigid McMullen, weighed in on her frustration with how loosely ‘strategy’ is used, and how people often throw the term around without specifying which kind of strategy they mean – business, creative, digital… who knows? In her words, “This word is literally useless, unless we use it accurately. We should be more precise about what kind of strategy we’re referring to in order to communicate effectively. As Lewis Carroll put it: ‘You should say what you mean, and mean what you say.’ The word ‘plan’ would often be far more effective!”
Many thanks Creative Boom for including our team in the feature! https://www.creativeboom.com/insight/buzzwords-for-the-bin-in-2025/
Workroom Giving Brands Purpose