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The presidential transition is complete, and the air of impending change is undeniable. So much has already changed in the last year, from business models and economic policy to corporate responsibility, it’s hard to predict where we could possibly be headed next — but most people seem to agree that it’s strong values that’ll guide us in the right direction. The funny thing is that while people will always tell you they stand for the same things — like equality, prosperity — they’ll always map a completely different path on how to reach these goals.

The discrepancy-laden dynamic of ideals versus reality is relevant to the advertising industry these days, and I think the current economic climate is a good time for us to assert our values — which will not only pull us out of the crunch we’re in, but help us become a new kind of business when things...

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