The nature of our work is also highly personal. Careers are on the line; brands are threatened; investors are anxious; and government regulators and the media are asking questions. Not surprisingly, these are not the sort of assignments that are typically determined through a traditional RFP process. The vast majority of our cases come through referrals from the hundreds of executives who have worked with us over the years. They know our capabilities and they have confidence recommending us to their colleagues and friends.
From the hundreds of assignments we have undertaken, we know there is no such thing as an “off the shelf” plan. Each situation is unique and every client has a different perspective on the type of guidance they want. We listen carefully, we study the facts and we draw on our experience to develop a custom tailored approach that fits the client's needs.
The 3 interlocking boxes in the new McGinn and Company logo have a special meaning for our firm. They are the symbolic representation of our core purpose: to be a specialized consultancy providing a defined set of services that are 1) unquestionably excellent, and 2) of high value to clients.
To illustrate this idea, we drew a horizontal line that measured value moving left to right. And a vertical line that measured excellence moving bottom to top. The Upper Right Quadrant — where quality and value are at their highest values — is where we determined McGinn and Company had to perform.
Our basic belief is that we should not try to be all things to all people. There are plenty of large communications firms who offer the widest possible array of services. Because we are more specialized, and our team more experienced, our assignments are almost always extremely complicated, high-stakes affairs. It is in this crossover space of high pressure, competing demands, conflicting story lines and tight deadlines where we operate best.
As we thought about the re-launch of the firm, and the transition of the name from TMG Strategies to McGinn and Company, we wanted a logo that captured the essence of our ambition. To address this creative challenge, we turned to John Auge, an extremely talented designer and artist, with whom we have worked for 25 years. We are all confident John has done a great job because every time we look at the logo, we are reminded that we are making a special promise to clients. It's a promise we have to keep every day.