Transparency. The media model agency really encouraged - and in some cases continues to encourage - overspending because their fees come as a percentage of media spend. That discourages thorough research, brand and market understanding, accurate targeting, and efficient and effective campaigns. We go out of our way to ensure that we understand the brand, the consumers, the competitive landscape, and the resultant ‘personas’ in order to ensure we only target ‘qualified’ audiences, or those who are actually interested in - or would be interested in - a client’s product or service. In fact, we begin every engagement with an in depth research process prior to any other work commencing. And if transpires thereafter that certain tactics will not work for you, then we are honest about that. Even if it means spending less. Ultimately, do the right thing for the clients and the clients will take care of you via growth and referrals. Even if sometimes the advice we give them is not exactly what they expect to hear.