Roy Aftimos, CEO, C2 Comms.While the industry debates purpose, we decided to live it.
Not through manifestos or mission statements, but through something far more radical: Policies that actually put people first. Because here’s what we’ve learned after years of building campaigns about human connection, you can’t authentically sell what you don’t genuinely practice.
Traditional agency governance follows a predictable pattern: Maximise billable hours, minimise operational costs and maintain industry standards. It’s efficient. It’s profitable. And it’s exactly why talented people burn out and brilliant ideas never see daylight.
We chose a different path. One that started with a simple question: What if we d
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