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ETHICS  

SUBJECT VALUE 
The product or service being promoted must have a positive value.  The subject should not be just a fake, meaningless perception.  There are phone companies, for example, that present themselves on TV as low-priced competitors of a major phone company - when in fact they are owned by that company!  Insurance companies are also famous for selling false perceptions - so we would normally take a closer look at them. 

MESSAGE VALUE 
Lately there is a trend to use covert persuasion techniques based on the audience's lack of self-respect.  For example, you often see cheap humor in TV commercials - which is ultimately unproductive, because it offends certain audiences.  We prefer messages that have an optimistic overtone and good taste.  

BUSINESS VALUE 
If you are looking for a company centered on conservative ways of doing business, look no further.  We believe in punctuality and kept promises, and we require the same from our clients.  A trendy look that adopts today's entertainment values should not exclude classic business principles from real life.   
 

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