Ad Aged: Good morning.
CCAPO: Good morning.
Ad Aged: You are a CCAPO. Tell me what does that stand for and what is it what you do?
CCAPO: I regurgitate, repurpose, reuse and respout. I am a Chief Cut and Paste Officer.
Ad Aged: I see. What is it that you do exactly?
CCAPO: I take things written by others and couple them with other things written by others and cut and paste them into documents and call them mine.
Ad Aged: Elaborate please.
CCAPO: Say there's a brief floating around for a fabric softener. That brief represents days of focus-grouping and hours of thought.
Ad Aged: Yes. That's what we do.
CCAPO: I think it's a pity we can't use those insights on a brief for life-insurance or a dishwasher.
Ad Aged: So you cut and paste and reuse the same brief?
CCAPO: Yes. Who says, for instance that an overnight delivery service can't have the fresh scent found in a newly-mown meadow?
Or, take this line from a brief for a bulldozer: "It handles the toughest loads."
That works for washer/dryers, mainframe servers and dishwashing detergent.
Ad Aged: In other words, many products/one brief.
CCAPO: That's good. I think I'll use it.