In today’s highly competitive marketplace, hugely disparate agencies are competing against each other. The large global shops tend to focus on their strength as a network and on producing consistent work across it. The smaller agencies focus on being nimble and creative. The truth is that all these qualities are requisite, so an agency has to offer something more. At Young & Rubicam, we have a unique offering that comes out of Y&R’s founding principle that our obligation to clients is to Resist the Usual.The phrase Resist the Usual was coined by Ray Rubicam in 1923. While it comes out of our roots, it’s all about looking forward. It is also about looking outward, so that everything we do is about our clients and their particular challenges and objectives, rather than about ourselves.