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 — 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. Culture
Our values define us. Our passion drives us. Our values drive us, define us, create our culture and differentiate us. Everything we do comes out of the intellect, experience, sensibilities, eccentricities and humanity of our people. So it is not surprising that people come first at Y&R and that passion is what drives us. Y&R people are passionate about what they do. We are passionate about our clients. Passionate about our work. We care about each other and the communities in which we live. All of which adds up to a culture that believes ideas should come from everywhere. That every agency should think of themselves as a headquarters charged with being the best in their market. Y&R’s culture embraces the individuality of our local agencies, while enabling our collaborative, global community. We believe that unity is more powerful than integration. We find that unity of purpose demands working with a diversity of partners — anyone and any company who has the ideas, the innovation and the ability to make an impact is welcome at the table. That’s what it takes to be our clients’ most important partner.
