Lucy Kellaway’s dictionary of business jargon and corporate nonsense
Suggest your own entry

Translation into plain English Supposedly a three-way marriage of proactivity, creativity and intelligence

Perpetrator Impact BBDO

Usage example "Procrealligence is the foundation of our positioning, our method for attaining the highest standard of 'work'."

Lucy’s commentary Gold Medal for Twaddle, 2006. What especially impressed me is that the word "work" is deemed so outré that it comes with inverted commas around it. It isn't the first time that a company has combined sensible words to make nonsense. A-b glöbâl pioneered this years ago with creovation™ and subsequently integethics™. Others have followed, most notably the giant General Electric with ecomagination. Yet BBDO takes this to a new level and clearly deserves its prize.

Related: Martin Lukes

Tweet this