As MD of a fast-growing marketing communications business, I maintain a healthy cynicism of my own industry.
Marketing trade publications contain supposedly intelligent insightful articles that are often overloaded with jargon, acronyms and overly complicated language mainly to satisfy the ego of the writer rather than to convey stimulating content to the reader.
This approach is evident throughout the industry. We once had an employee whose every other word would be jargon and who described himself as a ‘digital practitioner.’ (He was a marketing executive!) Suffice to say he didn’t enjoy a long career at Cognition!
Just about every one of our clients has a specific objective in mind – usually based around generating leads/sales/revenue. So our focus is just that – not trying to blind them with a ‘black art’ heavily disguised with buzz-words and jargon. That’s why they’re banned! One of our core values when Cognition was formed in 1998 was simplicity, and this is truer today than it has ever been.
I’m happy to report that all of our clients agree with the no-jargon rule and our straight-talking and no-nonsense approach has resulted in continued growth throughout the recession - with our clients staying with us not for the fluff, but for the fact that what we do really works!