It is important to understand the key words in this statement and specific meanings they have found for the UMCA brand. The key words are:

discovering:
UMCA will always strive to see new directions in marketing and advertising from great creative to effective promotion. The brand's heritage will be in discovering these new directions.

redefining:
When UMCA isn't innovating, it is redefining. It is in constant search for new and better ways of doing things from top to bottom. It is this commitment, this continuous search that will create the difference between the UMCA brand and all others.

There are two very important words in this statement - defining and leading. Understanding exactly what these words mean to UMCA is imperative to the success of the brand and in achieving this mission.

defining:
Defining for UMCA is about setting standards. Standards by which UMCA can honestly measure itself. Standards that affect employees and customers. Standards that eventually become those of the industry.

leading:
Leading isn't only about return on equity, volume, profit gross margins or any of the financially burdensome terms that have stagnated American business today. For UMCA, leading is about doing meaningful things that will create better strategies for customers and better results for their products. It is about commitments to innovations and technologies that truly make a difference. Finally, it is about being a significant and meaningful leader for an industry that has forgotten what intellectual creativity is really all about.

The Fortune 500 companies who want urban consumers to desire their products above all others. Companies that want the consumer to be excited by the look, feel and lifestyle that is suggested by the brand positioning that UMCA creates and/or implements.

Core values are an important part of any brand. UMCA is honest, fair, respectful, acts with integrity, and is committed to our clients. The successful integration of these values will help create a position of leadership in the market.

style:
When it comes to urban marketing, style IS substance. Style matters. Style is what sets you - and us - apart.

savvy:
You get a culturally connected and market smart organization. We know our business. We know their world.

service:
The most old-fashioned values can also be the most cutting edge. UMCA exists to be of service. We strive not just to satisfy, but to delight.

sensitivity:
We listen to our clients and to their customers. We keep up with what affects them. We become your ears on the street.

entrepreneurial spirit:
UMCA will create an environment, which fosters an entrepreneurial spirit. Within the brand and specific functions, individuals will be held accountable to organize, manage and assume the risk of their business.

And finally... we, the people of UMCA, have a great deal of pride. Pride in the brand, pride in a job well done and pride in the success of our clients' initiatives.