Our Guiding Principles

The Brave Copy Manifesto

Search relentlessly for the most effective answer to the client’s problem.

We are in the business of serving the client. They come to us for our expertise in solving a particular problem or meeting a specific goal. The answer IS out there. It’s our job to find it and execute it. Look down every avenue and turn over every stone. Dig a little deeper than the rest and we’ll strike gold. 

Value creativity in all its forms, and put it at the forefront.

Creativity is everywhere. And everyone has creativity in them. Whether it’s writing a headline, designing a layout, using spreadsheets, or any other task here, solving the client’s problem requires creativity. Creativity is our business. And we cannot be creative if we are not sharpening our creative axe. Read. Go to movies. Walk. Step inside an art gallery. Attend concerts. True creativity, the kind that leads to breakthroughs, rejects the status quo. Squash the status quo. Every day. Celebrate creativity. Use it as your launchpad in everything you do. 

Speak with a human voice, always.

Human beings are the target of the client’s communication. So we should speak humanly. Jargon, wordiness, and cold, unfeeling, shrill messages have no place here. We find and use the voice that best engages an audience with the client’s offering. The client’s audience is paramount. And they are human. Let’s respect them and speak to them that way. 

Honest actions, honest opinions.

Character is what you do when no one’s looking. The best action is an honest action. There is no other option. And your opinion matters - both client-side and agency-side. We want to hear it. With no sugarcoating. Your honest opinion makes us better. Hiding true feelings hinders us. Stand up for what is right, even if you’re the only one standing. 

Create exciting work that people love.

Advertising that looks, reads, and sounds like other advertising will be ignored. It’s our job to make advertising that people notice, talk about and love. Every ad, every piece of communication, no matter how small, offers immense opportunity for the client to engage their audience. Think about this: Advertising, in most cases, interrupts. What happens if we get the audience looking forward to the client’s next ad? Great advertising creates the best ad of all: Word of mouth. 

Check your ego at the door.

This is no place for big egos. The client’s success requires teamwork. And egos kill teamwork. If you’re in charge of a department or team, hire people smarter than you. Help those under you become successful. Encourage them. Lift them up. Give them the tools they need to succeed. Give honest compliments. Give honest feedback. Be strong enough to take both. And know that the best idea may come from someone who’s just beginning their career. This is also no place for isolation of information. The free flow of information often leads to the best idea. And the best idea wins.

Love God, love people, make disciples.

We welcome you, no matter your belief about God. But we will work to glorify Him in everything we do. Every person has immeasurable value, and we strive to love others as Jesus Christ loves others. We seek to make a positive difference in the life of every person who walks through our doors or views our work.