Sir John Hegarty, Chairman BBH, explains why the words risk or risky are a bad ones for advertising people to use despite Amazon having at least one thousand and seventy five books with the words "risk" and "advertising" in the title...
I want to see his entire crazy plaid suit. :)
I'm going to propose to our Project Management team that we change "Risk Assessment" to "Excitement Assessment". ;)
If you call "risk" "excitement" then people won't know what it is. With risk there's that element of danger and a lot of people might not find danger exciting at all. They might find theater exciting and there certainly isn't anything dangerous about that. Why not just call "risk management" "danger management?" That would certainly be more appropriate than using "excitement" to mean "risk."
More information about text formats
Half of the American population who voted are either reading this in the...
Adland the Commercial archive went online in April 1996. Founded by Dabitch built on beer and braveryAdland is a registered trademark Copyright © 1996-2016 Adland All rights reserved. Assume that all links to Amazon are affiliate links. Adland survives with your support bitcoin:34CBC5ktw5TqzUSTXfEfGkMkNBWK4bFZF1 and Paypal