I edited a piece on this year’s Cannes Lions winners and cut a self-congratulatory paragraph about “world-changing creativity.” The client put it back in, twice. Not every campaign is saving the planet, and pretending it is just makes us look out of touch. What recent industry coverage made you roll your eyes?

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Wow I love to hear that this is happening in the film industry. I feel like journalism is getting better at sort of limiting our own self importance (sometimes, depends on the publication), but its really funny the client added it back in twice. I guess that's how projects get funded still is by claiming to have some real-world / world-changing impact.

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Haha, yes, I knew what you meant. I really do think more writers and editors are starting to push back on the overblown language though. The challenge is when clients double down on it then it’s just déjà vu with buzzwords.

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