cchm:ping is an agency that specializes in the financial services market, an area where there is a lot of dull and clichéd work. The aim of the agency's self-promotional brochure was to demonstrate its determination to do better. The brochure does so by bringing together a broad cross-section of the worst and most banal ideas into a sourcebook entitled ‘Stereotypes, Conventions and Cliches’. The copy plays an admirably straight bat, sticking unwaveringly to the idea that the sourcebook's safe, familiar, universally-understood contents can be used by anyone in financial communications who wants to avoid any trace of controversy or discomfort.
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