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FCB Inferno cuts through industry jargon with AdLingo

By John Glenday | Reporter

August 12, 2021 | 3 min read

A much-needed dictionary to make sense of flowery advertising jargon has been launched by FCB Inferno in abid to make sense of an industry that has become increasingly divergent from the Queen’s English.

AdLingo provides a concise lexicon of even the most abstruse language that may be thrown your way by long-winded corporate-speak emails filled with meaningless jargon, baffling acronyms and obscure abbreviations.


FCBInferno is launching AdLingo, a one-stop tome to help demystify the meaning behind abstract advertising terminology

FCB Inferno is grabbing the bull by the horns when it comes to advertising jargon with the launch of AdLingo, a one-stop tome to help demystify the meaning behind abstract terminology such as ‘in-feed’ and ‘body.copy’.

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The concise online dictionary lists and explains all the words, phrases, abbreviations and acronyms now in common usage, throwing a lifeline to placement teams and juniors battling to make sense of it all.

Who better to accomplish this than FCB Inferno’s junior creatives? The task of compiling the compendium has fallen on the shoulders of Amy Bland and Sacha Burke.

Bland said: “We mentioned the idea to a few colleagues, and it soon emerged that people across all departments, even people who had been in the industry for years, still came across words they didn’t quite understand the meaning of.”

Owen Lee, chief creative officer at FCB Inferno, added: “This is a fun and useful initiative that everyone who works in advertising will recognize. But as we strive to bring people from different backgrounds into the industry, it also serves to highlight how the everyday language we use can be a barrier to new people joining the business. Hopefully, this is a fun way of debunking some of the impenetrable nonsense we sometimes speak.”

Comprising over 100 entries, each with a quirky accompanying illustration drawn by Dante Attuoni, the project is set to expand further with a website as well as a physical book to improve accessibility.

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