I don't ever want to hear a target audience defined as "being a heavy smartphone user" or an ad campaign to reach "millennials" on the insight that "they listen to a lot of music" . I don't want to hear that "influencer marketing works" because young people are "hard to reach" or "don't trust advertising" . They are not hard to reach, they are on their phones the whole time. Worst of all, I just saw a deck saying this group really enjoyed "surfing the internet". And PLEASE, no more  "X is a new Y that gives our audience a platform to connect to the things that matter to them, whatever they’re into" . This has been said about 1000 times already. We can do better than this. …see more