Buzzwords and bingo - no. 5

"Repurpose", indeed, is the buzzword du jour. But this piece of linguistic nonsense straight from the parallel universe that is adland goes one better. "We proudly present the first treatment of our new creative." Roughly translated I think this means "we've come up with some new marketing guff and we are just about to foist it on the world."

It is not to be confused with: "This is the new treatment of our first creative," which means either "we've reheated some old-but-moderately-successful marketing guff, but will bill you as if it is completely fresh," or "we know we are about to lose your account but we thought for appearance's sake we'd do as you said and re-think the horse-manure campaign presented last week."