The first reason is that I have a genuine passion for the advertising and marketing industry, and I wanted to build a team of professionals that shared my enthusiasm for creating and executing stellar communication plans and creative ideas. Experiencing the results of a well-executed plan is rewarding. But perhaps more importantly, after years of working in the industry, I witnessed business models based upon short-term successes and an inherent lack of concern for clients' ROI. I could also see that the industry was rapidly changing and old agency models were going to suffer if they didn't change. The writing was on the wall as far as I was concerned: either build an agency based on the ability to develop strategic communication plans and own the results of executing those plans right along with the client - or continue with the old school mentality and risk going down with the ship. Clients are savvier than ever, and if those clients respect the costs required for doing business with smart marketing firms, they have every right to expect those agencies to meet or exceed their expectations.

What is unique about The Alexis Agency's business model?

I don't know if our model is truly unique or if it's more the fact that we truly adhere to a winning strategy. We stick with what works for our clients and for our team of professionals. Greed is transparent, and if we allow ourselves to reach beyond our core competencies simply as a means to increase profits, we will not last long. That doesn't mean we cannot add enhanced services as technology and demand grows, but it does mean we better understand what we are providing if our clients are going to gain from their investment.

From its first day in business, The Alexis Agency has always provided Advertising, Public Relations and Marketing services for our clients. It's not a choice or an ala carte menu. Our model provides a balanced mix of these disciplines. Although each is a respected discipline in itself, to gain maximum results, they should work in tandem with each other. When clients hire an Ad Agency and a PR Agency, they often do not understand how to bring the two agencies together to communicate effectively, not to mention the agencies might have opposing agendas. We take that stress off our clients' plate and hit the ground running. It also means we take full ownership of the communications plan! Their success is our success.

We also decided from the beginning to hire designers on a contract basis while maintaining full-time skilled strategists and brand managers. This was by design, and it continues to serve our clients well. The decision to do so also stemmed from years of experience. Clients crave fresh ideas and creative teams want to produce great work. I knew designers would like the flexibility and challenge, but I was a bit surprised how many clients liked this model as well. The reality is that designers bore easily and they have their strengths and weaknesses just like everyone else. This model allows us to continually match the right creative project with the appropriate talent, further ensuring successful outcomes.

How do you define good leadership?

I believe in leading from the front, and I'm referring to leading our clients as well as our staff. That sounds like an obvious fact, but some leaders hang back and allow their rank and title to be sufficient. I don't ask clients or employees to do anything I would not do myself or for our own company. Good leadership leads by example and expects as much from themselves as from their team in order to exceed expectations. We share the rewards as well as the lessons learned.

Good leadership is also the ability to make quick decisions when necessary. I think fear of failure holds potentially good leaders back, and it can definitely paralyze an organization.

How do you achieve the agency's mission?

It's first by understanding that results go far deeper than winning new accounts or helping clients meet their sales and marketing goals. It is continually adhering to our agency's principles, understanding the fabric and culture of our organization.

Our mission is to apply our cross-disciplined approach in order to lead our clients effectively and to increase their rate of success while establishing long-term relationships based on trust and superior quality of work. We do this by emotionally connecting with our clients who in turn connect to their audience to achieve the results they need. We maintain honesty, forthrightness, respect, responsiveness, flexibility, and confidentiality. We listen intently; reinvent ourselves frequently; continually seek innovative ways to express our clients' message; and learn from relevant sources.

We will always seek potential clients actively so that we can serve only those who need and want our help; we will charge enough to maintain our core competence without losing our core character.