"‘Big ideas’ refers to strategic, long-term ideas and experiences that help brands build meaningful relationships with people. ‘Tactics,’ by contrast, connotes small, disposable and ephemeral executions. By labeling our ideas as ‘tactics,’ we devalue and undersell the work even before we show it. You’re saying, ‘Now let me show you some small thinking.’"

Ronald Ng, global chief creative officer at the agency MRM, writing in a recent op-ed for Campaign US under the headline, “The Word ‘Tactics’ [Stinks], So We’ve Banned It at Our Agency”