Cliché league table
Every agency quote in a sourced account move was checked against a list of stock phrases. Tags are applied by AccountMoves to our own paraphrases of each quote, not to the verbatim words, so treat them as indicative. Each quote links to its source. 655 agency quotes analysed, 112 with no stock phrase at all. Cliché score is stock phrases per quote.
Most used phrases
Cliché score by agency 3 or more quotes · tags on paraphrased quotes
| Rk | Agency | Quotes | Phrases | Score | Favourites |
|---|---|---|---|---|---|
| 1 | Poem | 4 | 14 | 3.5 | delightediconic brandthrilledbold |
| 2 | TBWA\Sydney | 3 | 10 | 3.3 | excitediconicnext chapterthrilled |
| 3 | Havas Media Network | 3 | 9 | 3.0 | excitedambitiousiconicjourney |
| 4 | EssenceMediacom | 3 | 9 | 3.0 | delightedambitiousexcitedexciting time |
| 5 | SLIK | 3 | 9 | 3.0 | excitedproudambitiouscan't wait |
| 6 | Sling & Stone | 3 | 9 | 3.0 | proudambitiousbest-in-classexcited |
| 7 | Kaimera | 6 | 17 | 2.8 | boldiconicjourneyproud |
| 8 | Bread Agency | 5 | 14 | 2.8 | ambitiouscan't waitexcitedpurpose |
| 9 | Claxon | 3 | 8 | 2.7 | boldcan't waitexcitediconic brand |
| 10 | Supermassive | 3 | 8 | 2.7 | ambitiouscan't wait to get startedexcitediconic brand |
| 11 | Special | 5 | 13 | 2.6 | ambitiousexcitednext chaptercan't wait |
| 12 | Initiative | 7 | 16 | 2.3 | excitedambitiousdelightedcan't wait to get started |
| 13 | HERO | 6 | 14 | 2.3 | excitedthrilledcan't waitdelighted |
| 14 | Orchard | 4 | 9 | 2.3 | honouredexcitediconiccan't wait |
| 15 | jnr. | 3 | 7 | 2.3 | excitedamazingboldiconic brand |
| 16 | Cummins&Partners | 9 | 20 | 2.2 | can't waiticonicdelightedexcited |
| 17 | Think HQ | 5 | 11 | 2.2 | excitedthrilledcan't waitgenuine partnership |
| 18 | The Royals | 7 | 15 | 2.1 | excitedambitiouscan't waitdelighted |
| 19 | BMF | 7 | 14 | 2.0 | excitedambitiousiconicamazing |
| 20 | Today the Brave | 6 | 12 | 2.0 | ambitiousexciteddelightedelevate |
| 21 | We Are Social | 5 | 10 | 2.0 | excitediconicincrediblemeaningful |
| 22 | Havas Media | 5 | 10 | 2.0 | meaningfulboldprouddelighted |
| 23 | We Are Different | 5 | 10 | 2.0 | excitedheritagebelovedcut through |
| 24 | Hello | 4 | 8 | 2.0 | excitedambitioushonourediconic |
| 25 | Agent99 | 4 | 8 | 2.0 | excitedcan't waitelevatenext chapter |
| 26 | Slingshot | 4 | 8 | 2.0 | next chapterthrilledunlockexcited |
| 27 | Mindshare | 3 | 6 | 2.0 | excitediconicjourneyproud |
| 28 | The Hallway | 3 | 6 | 2.0 | ambitiousdelightedexcitediconic brand |
| 29 | Emotive | 13 | 25 | 1.9 | excitediconiciconic brandincredible |
| 30 | This is Flow | 8 | 15 | 1.9 | excitediconic brandjourneythrilled |
| 31 | 72andSunny | 8 | 14 | 1.8 | iconicambitiousbeloveddelighted |
| 32 | Akcelo | 4 | 7 | 1.8 | iconicexcitedambitiousworld-class |
| 33 | Hatched | 4 | 7 | 1.8 | excitedthrilledambitiouscan't wait |
| 34 | alt/shift/ | 4 | 7 | 1.8 | iconiccan't waitdelightedperfect fit |
| 35 | Howatson+Company | 13 | 22 | 1.7 | privilegeambitiousprouddelighted |
| 36 | M+C Saatchi | 6 | 10 | 1.7 | delightedproudcan't waitexcited |
| 37 | 303 MullenLowe | 3 | 5 | 1.7 | excitediconicincrediblejourney |
| 38 | kwpx | 3 | 5 | 1.7 | proudamazingiconicthrilled |
| 39 | PHD | 3 | 5 | 1.7 | excitedthrillediconic |
| 40 | ICON Agency | 3 | 5 | 1.7 | delightedexcitedpurposethrilled |
Agencies with fewer than 3 quotes are left out of the ranking but appear in the phrase examples. Agencies with more coverage have more quotes analysed.
Most phrases in a single quote
| Date | Agency | Brand | Phrases | Tags | Move |
|---|---|---|---|---|---|
| 28 Jan 2026 | Carat South Australia | Journey Beyond | 7 | excitedheritageiconic brandjourneymeaningfulproudthrilled | Details · Campaign Brief |
| 6 Oct 2025 | Assembled Media | Penfolds | 6 | delightedexcitediconic brandjourneynext chapterprivilege | Details · Campaign Brief |
| 28 May 2025 | Kaimera | SXSW Sydney | 6 | boldcan't wait to get startedfuture-focusediconicproudthrilled | Details · B&T |
| 16 Jan 2025 | Poem | El Jannah | 6 | boldcan't waitfameiconicincrediblethrilled | Details · Mediaweek |
| 5 Apr 2023 | Today the Brave | Zambrero | 6 | ambitiousexcitedincrediblejourneymeaningfulthrilled | Details · Campaign Brief |
| 17 Dec 2025 | Havas | The Travel Corporation | 5 | can't wait to get startedexcitedjourneyprivilegethrilled | Details · B&T |
| 12 May 2025 | Avenue C | Zip Water | 5 | excitedjourneyproudpurposethrilled | Details · B&T |
| 28 Apr 2025 | Shout Digital | Australian Outdoor Living | 5 | ambitiousexcitedproudpurposeunlock | Details · Campaign Brief |
| 1 July 2024 | BMF | Endeavour Group | 5 | ambitiouscan't waitexcitedheritageiconic | Details · Campaign Brief |
| 3 Oct 2023 | Hearts & Science | Cleaver’s Organic | 5 | amazingdelightedexcitedpassionatepurpose | Details · Campaign Brief |
| 1 Aug 2023 | Havas Media Network | French Connection | 5 | excitediconicjourneynext chapterprivilege | Details · Mediaweek |
| 24 July 2023 | Host/Havas | IKEA Australia | 5 | can't waiticonic brandmeaningfulnext chapterprivilege | Details · Campaign Brief |
| 8 June 2023 | Special | Coopers | 5 | ambitiouscan't waitexcitediconic brandnext chapter | Details · Campaign Brief |
| 19 Apr 2023 | Cummins&Partners | Cerebral Palsy Alliance & STEPtember | 5 | amazingexcitedmeaningfulpotentialthrilled | Details · B&T |
| 4 Sept 2026 | Saatchi & Saatchi | Australian Retirement Trust | 4 | ambitiousjourneyproudunlock | Details · B&T |