Re-mantling the Posters

Years ago we were discussing discussing Outdoor with a big Nesty client. The problem was that our big special poster sites would suffer creative wear-out as they stayed for too long in the same place. They became part of the landscape & consumers would no longer be surprised by their presence.

The grand boss asked why we couldn't dismantle our large posters & re-mantle them somewhere else. The fact that he was a French speaker & said this with such confidence made it rather amusing.

I tried not to look at the marketing director who was a fellow Brit. But when our eyes met we both started giggling like schoolboys. However the big boss was right. If you mangle English with enough confidence you can create a new word. And Re-Mantle is now in the Urban Dictionary - see headline link. If enough people use re-mantle it will graduate to the Oxford English dictionary.

Another popular candidate from marketing meetings includes, one month, two months & therefore three monthes. So celebrate the ability of English to adapt & re-mantle your media plans every 3 monthes to keep your creative fresh.