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Y&R South Africa is a community of advertising creative minds who come to work to constantly challenge and reinvent, to find better and more effective ways of making our clients' brands move their customers. And to do so in a manner that is differentiated for their brand while being relevant to their specific customer. In a phrase, we come to work to help our clients' brands Resist the Usual. To be clear, this is not difference for difference sake; that way lies gimmickry and short-termism. This is difference and relevance, the cornerstone of all successful brand building. Our community uses the power of insights, ideas and impact to deliver work that is impossible to ignore. This is what binds us together. This is what fires us up in the morning. This is who we are. So how do we Resist the Usual? We have three unshakeable beliefs that drive every piece of work we deliver: Insight, Idea, Impact. They are core to our culture. They are inter-dependent. They are non-negotiable. I

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