On receiving an internal email from a colleague containing a tragically misplaced apostrophe swimming about the word ‘its’, it got me thinking. While misplaced apostrophes are a heinous grammatical faux-pas, the art of politely but pertinently correcting an equal on abuse of the English language, appears to be an equivalently horrendous social gaffe.

Last week I spent an hour on a conference call with two agency personnel and three people from their client having a meeting about a meeting to be held next week at which I would be briefed about a copywriting requirement. The number of people involved and time taken in what was a fruitless interaction got me thinking about the cost of the copywriting process.