Why ‘tailored services’ offered by companies are no longer relevant - Cliché Killers finale

The Drum has launched the final episode of a 12-part video series, Cliché Killers, produced in partnership with Stein IAS, exploring B2B advertising clichés.

Episode 12, Tapemeasure, looks at the ridiculous way companies try to make their services appear especially "tailored" for the customer - as if it's something we should be grateful for.

“The idea behind this one as the name suggests is that companies offer you a tailored service, one that is made to measure for your business,” says web psychologist Nathalie Nahai. “It covers everything you need and nothing is wasted. Because nothing screams bespoke like a tired, worn-out, one-size fits all cliché.”

Cliché Killers, running throughout summer 2016, stars a cast of ad industry figures discussing and dismissing the clichés commonly used in B2B advertising. The series discusses their history and use today, range from the piggybank to the lightbulb and, in episode 12, the tapemeasure.

Stein IAS chief executive Tom Stein thinks the idea belongs in a charity shop: “The point of this one is that a company is creating tailored solutions for its clients. But they do it with an idea as thin as this?”

Cliché Killers stars web psychologist Nathalie Nahai; Kesah Trowell, head of CSR at Dixons Carphone; David Burnand, marketing lead for Northern Europe, Adobe Marketing Cloud; Google head of marketing Nishma Robb; Stein IAS chief executive Tom Stein; and Stein IAS creative director EMEA Reuben Webb.

The Cliché Killers series is based on a book by Stein’s Reuben Webb.

You can watch the entire series here.