Many of us think we’re "brand-first", but how many of us actually bake it in from the beginning? SICK does. For example, we not only talk to our head of media, we sit in the same room with them! Too often, agencies (and clients) try to scatter their budgets across channels without thinking critically about alignment, spreading them too thin in the process. Collaboration is key. Like stepping on a stray Lego in the dark, we place with precision. We strategize before concepting. And we research like... crazy. By sticking to what is real and true to your brand, we avoid the danger of watering down its essence.