We think honesty is important. We value our staff and think nice people make nice clients. We won't work for unpleasant people. We don't want to work for clients who have no standards and are just looking to do it cheaper and faster. We think it's important to have values and look at the long term values of a brand. If you just want to do the same old thing you've been doing for ages we won't be your first choice. We like to challenge and help clients achieve change, we ask WHY?, a lot. In fact we christened the term 'CHANGE MARKETING'. We don't like clients who are close-minded or think in media silos. As a truly integrated agency we like to work both before the line and through it to deliver honest solutions across all media and marketing disciplines. And finally, we don't do cigarettes (everyone needs principles).