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The Old School Ad Agency May Benefit from New School Writing +

I grew up during the birth of instant messaging. For me, it was pretty much the coolest thing since…ever, probably because it took both the awkwardness and the tedious nature out of written communication. Looking back, I can even remember the first time I saw the letters “LOL” appear on the screen. The phrase really took off, and we all used it like it was going out of style, except it never really did.

And it didn’t stop there. Soon I realized that people were abbreviating just about everything, even hacking away at words that were already short in their natural form. I mean, are we so engaged in communication that the ‘h’ in ‘what’ is justifiably disposable in any circumstance? Wat is that about?…

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