I grew up on the P&G media account. When I first got involved, I didn’t understand them at all. They had their own processes, their own rules and even their own language made up of acronyms. I learned later that one rule was that no memo (this was pre-email; for goodness sake it was nearly pre-electricity) could be longer than one page in length. The acronyms bought you precious space. You could say they invented Twitter way before Twitter.