As we who work in the advertising business go through our careers, we work on many, many brands. Some so briefly that as time passes, we forget about them. Others, we stay with for years, almost to the point that we feel like we’re a part of that brand. Some leave a lasting memory, some don’t. It’s almost like a relationship. But no matter how long we work on a brand, or how much we become a part of its success, it always belongs to someone else.

Any good advertising practitioner gives every account their very best work. We at Gray & Partners believe that we always have. After all, that’s the job. But in the past day or two, the importance of one’s brand has taken on a slightly different feel. Today, June 1st, our new company was officially “reborn” with an expanded management team and a brand new, web 3.0 interactive website. We worked on this project for quite a while. We had meetings. We tried different things. We tried more different things. We tweaked, and retweaked, and tweaked once again. In fact, we were still tweaking as the site went live. We were doing this because it mattered. A lot. Our site represents who we are, and what we believe. It’s our brand. OUR brand. And to us, it matters a lot. Just like to our clients, their brand matters a lot. And today, we were reminded, once again, of that fact. Now, it may not be necessary to have your own agency, and your own brand, to understand 110% how important brand is. But, it sure doesn’t hurt.

Every agency staffer, from president to jr. copywriter, should look at each assignment as a representation of themselves — of their best work. They should own the assignment, the product and the brand. Why? Because somebody owns that brand, and you can bet your bottom dollar, that brand is an extension of them. It’s their baby, and it deserves your best.

We appreciate all those who trust us with their baby. It’s in good hands.