We do advertising, but we are not an advertising agency. We are a communications agency. Advertising is only one among a number of our communication mediums to reach out to people. Concepts first, though, then methods. We understand words without conviction is an empty echo. After all, it is not what we do that defines us, it is what we believe in that does. We are a storyteller. The most powerful story is the one that tells the truth. Advertisement, for instance, is and should be a well-worded truth for us and for our audiences, and we seek to tell the truth as a story. The four pillars of MG’s operating philosophy are truth, inspiration, humanities and social responsibility. In every project we are in, we first seek the truth (core), then we draw inspiration from the truth (voice) then we apply the values and reflections of the humanities (language) then we strive to shape it in the philosophy of social responsibility, bene cum benefacere (impact).