Inventing words

We ad folk spent our time in long client meetings inventing words. The most fun was with horrid clients who thought themselves special. You know ... all mouth and no action.

We introduced the new words casually into the conversation in a variety of contexts. The objective, getting the biggest idiot on the client team to adopt it without knowing what it meant.

The focus of my finest was an obnoxious, lazy client who took the credit for everything.

He took the bait. The word was 'panacebo', something claiming to do everything and yet doing eff all! Just like him.