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As you'd expect, an agency that strives to craft enduring, compelling advertising messages relies pretty heavily on its creative people. And we do.
The BSG creative department, under the leadership of Joe Perz, works under one guiding principle: that respect and honesty are more effective than condescension and fabrication. We look for the "emotional truth" of a brand -- something honest about that brand that makes the consumer feel something and react: laugh, cry, smile, think.
We aim to have consumers nodding in agreement with our creative. Not shaking their heads in disbelief.
The honesty at the core of our creative philosophy is also what guides our relationships with clients. Mutual trust, an honest give and take, a willingness to listen -- the way we see it, these are the keys to the long-term success of our agency and your brand.

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