Marketing-led clients are the catalyst for clichés

I chuckled at Jim Davies’ feature on marketing clichés and jargon creeping into the design vocabulary (DW 26 August). I’ve often felt marketing-led design is like letting vegetarians run Smithfield market. But that is today’s reality – it is all very true and very unfortunate.

It seems we have to use this terminology to make our marketing-led clients happy and to help them understand us. How else can we pad out those project proposals before the really important matters – deliverables, timing and money?

My favourite dull meeting game is to play marketing bingo. We have a number of assigned standard marketing-speak phrases – the first person to get their list spoken out in the meeting wins.

Ticks in boxes in a win-win situation I think you’ll find.

Bill Wallsgrove

Creative director

Big Idea

London WC2E