AustLit

'We'd had enough of being called copywriters. At lunchtime we got together to discuss our plan. We decided to make a formal announcement at the end of the day and invited the rest of the agency to come into the reception area after 5 p.m. We let Jamie speak on our behalf because he was the most poetic of us all. We asked for our briefs to be called distillations. Lunches to be poetry readings. Meeting rooms to be named after our favourite wordsmiths. Brainstorms to be held in parks. Most of all, we wanted to stop writing calls to action. We wanted our audiences to contemplate and ruminate on the ideas we wrote about....' (Publication abstract)