What does it take to sell a new edition of a national dictionary? In Australia, one publisher is hoping a year-long guerilla marketing campaign and the birth of a word will be enough. Over the past year, McCann Melbourne has quietly been seeding a new word across the world-"phubbing." It's a term coined by a group of lexicographers, poets and authors during a consortium convened by the agency at the University of Sydney last May to describe the phenomenon of ignoring people in front of you in favor of paying attention to your phone. After they came up with the word, McCann got to work, creating a website, StopPhubbing.com, a Facebook page, and devising a PR strategy. Read more about it in behind the work.