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We believe that "safe" or expected creative is summarily ignored by the consumer. And being ignored by the consumer is a very un-safe marketing practice. While most creative companies intuitively believe this, we live it. We don't waiver from these ideals, even when it costs us money. Our ability to explain this philosophy to prospective clients- that good creative is better than average creative-helps us stick to these lofty goals without starving to death.