The Macquarie Dictionary of Australia has introduced a new word through a guerrilla campaign led by McCann Melbourne. The made up word -- "phubbing" -- means paying attention to your phone instead of those standing next to you, and it now has its own social media accounts, website and ads. The whole process is featured in a YouTube film, "A Word is Born," and positions the dictionary as a "cultural document" and "mirror," said Macquarie Publisher and Editor Susan Butler.

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