Lavatory Engaged. Try back later

Ladies and gentlefolk, boys and girls…please take your seats. Silence please. The announcement is about to be made. Drumroll please. Fanfare if you will. Spotlight on center stage…..10 9 8 7 6 5 4 3 2 1……….The definition of Engagement is:

“Engagement is turning on a prospect to a brand idea enhanced by the surrounding context.”

Huh? You’re shitting me.

According to Ad Age, this working definition was supposed to help turn a buzzword into an industry-wide measurement standard.

But after this definition, I’d personally prefer a return to the mystified buzzword.

Here are my working definitions of engagement:

1. Engagement is doing our damn jobs properly (for a start)

2. Engagement is our mea culpa that our entire metrics, measurements and standards are built and based on antiquated, irrelevant and outdated methodologies, assumptions and constructs

3. Engagement is the ability to demonstrate to our clients that our ads were seen, understood, internalized, remembered and able to be acted on.

It’s not rocket science. It’s just common sense.