Fri 16 Oct 2026SOURCED DATA

Cliché league table

Every agency quote in a sourced account move was checked against a list of stock phrases. Only the short phrase is stored as a tag; quotes themselves are paraphrased with a link to the source. 264 agency quotes analysed, 45 with no stock phrase at all. Cliché score is stock phrases per quote.

Most used phrases

RkPhraseUsesShare of quotesExamples
1“excited”10038%Pirelli Australia, TaylorMade, Lessn
2“thrilled”4015%Insignia Financial, OMODA JAECOO, Vitality Brands
3“ambitious”3614%Lessn, Insignia Financial, Australian Retirement Trust
4“proud”3313%Australian Retirement Trust, Chrisco, Police Bank
5“meaningful”249%1st Energy, ODI NUTRITION, VicReturn
6“iconic”228%B&D Garage Doors, DuluxGroup, Doors Plus
7“journey”197%Everlab, Australian Retirement Trust, ODI NUTRITION
8“delighted”176%ASUS, 1st Energy, VicReturn
9“incredible”156%Ekka, UNSW College, Cerebral Palsy Alliance
10“privilege”156%B&D Garage Doors, Ekka, Endeavour Group
11“iconic brand”145%Sotheby's Melbourne, Miele, Cranky Health
12“bold”125%Insignia Financial, Plus Studio, Spin Master
13“can't wait”114%Charles Sturt University, Tourism Australia, Bulla Dairy Foods
14“passionate”114%Plus Studio, Melbourne Victory FC, Kubota
15“purpose”114%Australian Unity, Housing Foundation, Pepper Money
16“next chapter”104%Cars24 Australia, VicReturn, Endeavour Group
17“honoured”93%Jaguar Land Rover, Miele, Melbourne Holocaust Museum
18“unlock”93%Australian Retirement Trust, Qantas, HENNE
19“amazing”83%Lyka, Ring, Cerebral Palsy Alliance
20“potential”62%Heartland Bank Australia, THE ICONIC, Rodd & Gunn
21“heritage”52%Pirelli Australia, Journey Beyond, City Perfume
22“can't wait to get started”31%DuluxGroup, Maple Social Club, The Travel Corporation
23“world-class”31%Send Payments, Qantas, Lucas Restaurants
24“next level”21%Globird Energy, Pretzel
25“amazing team”10%Workwear Group
26“beloved”10%Pillow Talk
27“category-leading”10%Fever-Tree Australia
28“couldn't be happier”10%Tourism and Events Northern Territory
29“elevate”10%Law Partners
30“genuine partnership”10%The Y

Cliché score by agency Two or more quotes

RkAgencyQuotesPhrasesScoreFavourites
1Shout Digital273.5proudambitiousexcitediconic brand
2Bread Agency393.0excitedambitiousboldcan't wait
3Assembled Media263.0delightedexcitediconic brandjourney
4Claxon382.7boldcan't waitexcitediconic brand
5VML252.5excitediconicpassionateproud
6Special252.5next chapterambitiousexcitedproud
7iD Collective252.5excitediconicnext levelthrilled
8Nibble Edge252.5excitedambitiousiconicunlock
9BMF5122.4excitedambitiousamazingcan't wait
10AMPR372.3honourediconic brandboldexcited
11Think HQ5112.2excitedthrilledcan't waitgenuine partnership
12Howatson+Company6122.0privilegeambitiousiconicproud
13Hello482.0excitedambitioushonourediconic
14We Are Social482.0excitediconicincrediblemeaningful
15Emotive362.0excitediconicpotentialunlock
1672andSunny242.0ambitiousheritageiconicunlock
17Initiative242.0ambitiousexcitediconic brandproud
18Havas Media Network242.0ambitiousexcited
19Motion Sickness242.0excitedincrediblejourney
20dentsu Queensland242.0thrilledexcitedmeaningful
21Maven PR242.0excitedhonouredpassionatethrilled
22Dig242.0excitediconic brandincredible
23Match & Wood242.0excitedmeaningfulproudthrilled
24Tomoro242.0excitedpurposethrilledunlock
25Compass Studio242.0excitedincrediblemeaningfulproud
26This is Flow6111.8excitedamazingamazing teamambitious
27Akcelo351.7excitediconicambitious
28Thinkerbell461.5ambitiousdelightedexcitednext chapter
29Jaywing461.5delightedincrediblejourneymeaningful
30Keep Left231.5delightedexcitedpassionate
31PHD231.5excitediconicthrilled
32Jack Taylor231.5proudpurpose
33Connected Media231.5can't waitexcitedthrilled
34Kill Boring Dead231.5iconicexcited
35The Thoughtful Agency231.5excitedpotential
36alt/shift/231.5iconicperfect fitthrilled
37KWP+Partners231.5ambitiousexcitedmeaningful
38WiredCo.451.3excitedamazingambitiousjourney
39The Royals341.3ambitiousdelightedexcitedpurpose
40Born341.3excitedamazingambitious

Agencies with one quote are left out of the ranking but appear in the phrase examples.

Most phrases in a single quote

DateAgencyBrandPhrasesTagsMove
28 Jan 2026Carat South AustraliaJourney Beyond7excitedheritageiconic brandjourneymeaningfulproudthrilledDetails · Campaign Brief
6 Oct 2025Assembled MediaPenfolds6delightedexcitediconic brandjourneynext chapterprivilegeDetails · Campaign Brief
17 Dec 2025HavasThe Travel Corporation5can't wait to get startedexcitedjourneyprivilegethrilledDetails · B&T
28 Apr 2025Shout DigitalAustralian Outdoor Living5ambitiousexcitedproudpurposeunlockDetails · Campaign Brief
1 July 2024BMFEndeavour Group5ambitiouscan't waitexcitedheritageiconicDetails · Campaign Brief
4 Sept 2026Saatchi & SaatchiAustralian Retirement Trust4ambitiousjourneyproudunlockDetails · B&T
11 Aug 2026GraffitiVicReturn4ambitiousdelightedmeaningfulnext chapterDetails · Campaign Brief
28 July 2026ThinkerbellEndeavour Group4ambitiousdelightednext chapterprivilegeDetails · Campaign Brief
15 July 2026EssenceMediacomMichael Hill4ambitiousdelightedexcitednext chapterDetails · Campaign Brief
8 July 2026Co.gencyDoors Plus4ambitiousexcitediconicmeaningfulDetails · B&T
22 June 2026EmotiveTHE ICONIC4excitediconicpotentialunlockDetails · Campaign Brief
18 May 2026HelloDry July Foundation4ambitiousiconicmeaningfulthrilledDetails · Campaign Brief
6 May 2026Bread AgencyMoleMap4excitedmeaningfulproudthrilledDetails · Campaign Brief
18 Sept 2025Attention ExpertsMelbourne Victory FC4iconic brandjourneypassionatethrilledDetails · Campaign Brief
16 Sept 2025VMLKubota4iconicpassionateproudthrilledDetails · Campaign Brief