(I’ve apparently become obsessed with language and it’s failings lately.)
Agencies work so hard to try and appear smarter than their clients. We have our “proprietary processes”, make up combined words (“tradigital”…really?), use as many acronyms as possible, etc. Tech-speak, acronyms, etc. have subconsciously become the way we judge if someone has mastery of a subject (see my old post about how knowing the name of something can be limiting). That simple mistake is one of the big things holding us back from becoming the partner we need to be with our clients.
One of the primary roles of the “strategic partner” is to arm the CMO/CEO/Brand Managers with talking points. Things he/she can say to their boss, as well as in interviews and speeches, about his/her company’s marketing strategy.
A few posts ago, I simplified mobile into a simple “Me. Here. Now.” handle. Yet, I recently saw a slide that explained it as a “real-time, location-based CRM system that integrates the social graph of the user.” That just rolls off the tongue. Can you imagine a CMO trying to get that one out in an interview?