Friday, August 09, 2013
From now on, no more 'smart thinking'. Sorry.

I'm hearing the phrase 'smart thinking' more and more. It can also be abbreviated to 'smarts'.

Similarly to when we're briefed to do an 'impactful' marketing campaign (as opposed to one without any impact?), we're often asked to show 'smart thinking'.

Now, there is nothing wrong with an agency being clever. But briefing an agency to be clever, or thanking an agency for being clever, suggests that it's now out-of-the-ordinary to show a lack of stupidity.

Let's all agree today to rise above the question over whether we're smart or not, and just concentrate on doing cool stuff for clients.

And remember - sometimes the stupidest ideas are the best.