Latin a little rusty? It means “rivalry breeds excellence,” and if you’re game, it’s a hell of a way to approach creative work. Not to be confused with the sort of rivalry that results in atomic wedgies and drunken mascots, the rivalry we speak of is that of competing thoughts. New ideas destroying old ones. Challenge convention, everything on the table, punch your Creative Director in the face type of stuff. (Despite what our badly beaten Creative Director says, it’s really quite effective.)
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