‘Adieu-Ark-B’ refers to a scene in the science fiction comedy series The Hitchhiker’s Guide to the Galaxy created by Douglas Adams.

In this scene, the series’ main character, Arthur Dent, materialises on a gigantic spaceship called ‘Ark B’ that transports millions of people in suspended animation. Arthur discovers that the inhabitants of the planet Golgafrincham built the Ark B in order to rid themselves of one third of the planet’s population whose professions they considered entirely useless. This cargo of ‘middlemen’ includes hairdressers, TV producers, insurance salesmen, and telephone sanitisers, but also explicitly mentions advertising account executives and marketing people! (The other two thirds consist of the brilliant leaders, scientists and great artists on one hand, as well as the ‘people who do the actual work, who make things and do things’ on the other hand.)

Douglas Adams uses the Ark B as a metaphor to illustrate that a good part of the activities in our modern society don’t make much sense outside of the economic framework that it has created.

Well, our professional background is what it is, so we decided to use our expertise in marketing and communications to help sustainable ideas and business models succeed. Hence, we hope to earn our place on this planet and say Adieu to the Ark B.