Resist the Usual
To be our clients' most important partner, we begin with a mission...
Our job is to Resist the Usual.
Raymond Rubicam said that more than 85 years ago.
Yet resisting the usual has never had as much meaning and resonance as it does today.
Today, the competitive edge belongs to those brave enough to Resist the Usual — those who have the expertise to ask why and the credibility to say no, the passion to drive business and the ideas that will have an impact on people, markets, technology and the future.
Resist the Usual means understanding the new realities about consumers all around the world — a Generation World that doesn’t behave according to traditional segmentation, that can’t be defined by age, nationality or income.
Resist the Usual means striking the perfect balance of creativity and innovation — great storytelling driven through the right channels to create rich new brand experiences that connect consumers and sustain their loyalty.
Resist the Usual means making sure we do not confuse what’s current in technology with what gives a brand its unique currency. It means understanding that while digital is everything, not everything is digital. And that more and more, our solutions will take the lessons we’ve learned from digital and bridge them back to the physical world.
Resist the Usual means that our only true success is our clients’ success.