2012 agency press releases translated

In this roundup from the Encore and Mumbrella Annual, we decode press release quotes from 2012.

1. What they said: ‘The incumbent agency declined to repitch’

What they meant: The incumbent felt like a battered wife finally having the courage to leave its spouse. The client may have paid well, but the last minute, idiotic decisions and charmless demeanor of the entire marketing team means the new agency is in a world of hurt.

2. What they said: ‘John Smith has left and plans to spend time with his family’