Phubbing is a term coined as part of a campaign by Macquarie Dictionary to describe the habit of snubbing someone in favour of a mobile phone. In May 2012, the advertising agency behind the campaign, McCann, had invited a number of lexicographers, authors, and poets to coin a neologism to describe the behaviour. The word "phubbing" was first described by McCann Group Account Director Adrian Mills, who was working with David Astle.The term has appeared in media around the world and was popularized by the Stop Phubbing campaign created by McCann.