Slogans and mantras are inherently kind of cheesy. But alas, most companies, and especially agencies, embrace them and proudly display them on their sites. Here are some agency slogans with their jargon and vague grandiose statements examined and decoded — kind of.
“The work, the work, the work.” — BBDO
Sounds a little Jan Brady-ish. You know, like, kind of insecure about “the work,” so they have to repeat it over and over again to remind you that they do work, to make sure you really get it about the work. The work.
“We are the architects of advocacy.” — MRY
Yes, agencies should definitely use jargon and alliteration to make things catchy. Not.
“Patience and progress are fucking hard.” — Wieden + Kennedy
True dat. But minus-10 for including this slogan in a section called “Wiedensisms,” which includes such corny morsels as “Work is worship” and “Don’t say it, be it.”
“Contagious ideas that change the conversation.” — Publicis
Only advertising would take a word most people run from and treat it as a good thing.
“Brave and generous.” — 72andSunny
Aww, is this like an award at the end of summer camp for things like, “Best Smile” and “Awesome Soccer Player”?
More in Media
Media Briefing: Inside publishers’ real Cannes agenda – AI money vs agentic hype
For publishers, Cannes this year isn’t just about showing up for clients and sponsors. It’s a mid‑year checkpoint on two hard questions: who is going to pay for the open web in an AI world, and whether agentic media buying is a real fix or just a freshly branded ad‑tech tax.
Forbes tests a creator-led audience play to grow off-platform reach
Forbes is yet another publisher tapping creators and their audiences to drive off-platform growth – with a slightly different structure.
How Lipton Ice Tea is using local creators instead of building in-house social teams
Lipton worked with Billion Dollar Boy to activate local creators across six different markets; a new approach to global marketing