Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
It’s been too long since we had a neat new buzzword. So thank the ad gods for “repurposing,” which figures to do for business babble in the early 21st century what “out of the box” did for it in the late 20th.
I first heard the word a few years ago when there was an Internet. It referred to the migration of old-media content and ads to the Web. Repurposing managed to survive the economic daisy cutter that did in the dot-coms, and just last summer, CBS MarketWatch promised a grateful nation that it would “repurpose” full-length TV spots.
Today, though, repurposing as both noun and verb usually refers to same-week rebroadcasts of network shows on sister cable networks.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in