Being an activity that is intended to manage the transition between Boom-Town-Gordon-Brown-era premiumised marketing and recessionary, Cthulu Economy-era marketing. As in “A bicuspidal strategy for 09/10 is to de-emphasise the provenance of our Hertfordshire 28-day Pickled Larks Tongue, while proportionally rightsizing our spend on the Economy Milk lead-content clarification copy.”
Also referred to as Premolar Repositioning.
Playing the Petraeus Card:
Q2 09 Account Direction technique employing scrupulous documentation and blank-faced neutrality in order to imperceptibly distance oneself from the results of a tranche of activity that had previously seemed appropriate but in the current context is a monumental and tragic waste of time, manpower and cash which is only justified due to the amount of said resources already committed.
Realignment of target audience expectation based on a realistic assessment of reality in a nation descended into post-apocalytpic cannibal anarchy. As described in the landmark work “Lower Than A Catfish Belly: How To Swallow Your Pride And Keep Little Alfie In Boarding Fees”. “Well, that’s that I suppose”, said Piers, sighing “I really wanted to get this out in Conde Naste but fuck it: lets think more saprophagically, put some tits on the bottle and do a two for one giveaway in the Star”.
The use of colour and or non-fractional space.