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Delivering the 6.5 Seconds That MatterSM drives every aspect of our structure, culture and process. There is no time to waste, no way to separate creativity from accountability. We all work with a common focus to bring to life the 6.5 Seconds That Matter with ideas that make consumers lean in and engage with our clients' brands, ultimately providing our version of R.O.I.—a Return on IdeasSM. This is our measure of success in terms of how we change the decision-making process in favor of our clients in three key areas: Consumer Attitudes, Brand Metrics and. most importantly, Sales.