Principles and Precepts

These fundamentals form our North Star as an agency:

• Honor the consumer as queen and king

• Match client strengths to marketplace needs

• Strengthen each client in its customers' eyes

• Think from the outside in--from the marketplace into each client's place

• Understand that people don't purchase products/services, they buy benefits

• Operate on budget or below, on time or sooner (treat deadline as a backwards word--it's actually line dead, because if you cross it you are)

• Provide no surprises, not even good ones

• Measure everything

• Place public-sensitive communications in service to each client's overall policies and purposes

• Regard marketing communications as a management responsibility

• Ensure that the creative springs from relevant, current, accurate and complete marketplace data

• Understand, root and bloom, the issues in each client's industry

• Measure twice, cut once