Credo: Accountability. Like the name of the agency: I'm 6-feet-4 and 300 pounds; we are what we say we are.
Edge: We target young adults with promotions for national marketers through bars and events, using a field marketing staff of 90 people spread across the U.S., linked by technology.
Insight: Marketers want to know how many people sampled a product or participated in a promotion. The days of giving clients foggy feedback are over.
Opinion: A lot of our efforts involve college audiences, and the only way to reach them is through peer-to-peer marketing. Credibility is essential.
Tip: Recognize that today's young consumers are brand investigators. Make sure your product is rock solid before launching it, because consumers will discover its weaknesses faster than you can fix them.