2017's Worst Buzzword

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Credit: Illustration by Ad Age

Brands, unless you've got John Cena reading "Ferdinand the Bull" to adorable children at the Library of Congress, let's cut the word "storytelling" from our collective vocabulary in 2018. Here's the thing: No matter how "authentic" and "snackable" your content, no matter how many Insta followers your influencers have, and no matter how robust your "learnings," it's not a story. It's an ad.

Runners-up: "AI," "architecting," "brand safety," "ideation," "scaleability"

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