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| The easiest thing an agency can do is to give a client what he wants. The smartest thing, and sometimes the hardest, is to give a client what he needs. Sometimes the two are the same. Sometimes they are not. At Ethicom, we believe that we are a partner with our clients in their business. And as a partner, we must question direction, challenge assumptions and, when necessary, take a position that is less popular. We know this is risky, because it requires that we be accountable for the results of our work. We are willing to take the risk, because the opposite of accountability is irresponsibility. Unquestioning willingness to do a client’s bidding is often the easiest way to get business. It’s also the surest way to lose business. That is why we do it the hard way. This is a principle we have always believed in and felt it could not be said any better. |
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