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When we opened our doors in 1992, Gerry Kleckner summarized the agency's philosophy on advertising and marketing (and the way we do business) in three simple statements. Those statements still apply today:
- There's no substitute for working hard. And working smart.
- No one individual or department is responsible for “creative.” Creativity should apply to all elements of the marketing and communications process: product positioning, message development, media placement, etc.
- Agency services should be bid and billed based on what they're worth, not what we think we can get a client to spend.
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Our "ideal" client is one that's up against larger, more established, better-funded competitors. The tighter the budget and the bigger the competition, the more strategic, more responsive, more resourceful and more efficient (and the less like a typical big agency) we have to be.
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