The consulting practice was founded in 1990 on the simple premise that there had to be a better way for marketing leaders to find the right advertising agency partner other than the intuitive (at best) or trial and error (at worst) methods.

The constant churn in client-agency relationships gives evidence to the fact that not only is the task of marketing brands intensely competitive, but finding the creative talents to give voice to those brands is a precondition to that success.

Applying a strictly analytic business approach to the search process does not provide a cure for the ill – after all, it is a business about people working with people to create ideas.

The human dynamic is a force to be reckoned with. And clearly the business model for a client organization is distinctly different than that of an advertising agency.

This proprietary tool came to life with input from an organizational development psychologist. Its purpose is to allow client teams and agencies to articulate the unique and defining values that characterize their respective corporate cultures. An easy-to-use 54-card sort technique provides a means for organizations of all types to articulate what is positively reinforced and upheld as important and to identify those value attributes that are not. (See the Culture page for more information.)

The principle and the tool have been validated repeatedly as RCG has built a database of corporate and agency cultural profiles second to none. This work informs a perspective that has contributed to the company's past success and will continue to influence efforts for future clients.

President and founder, Lorraine Rojek, is the sole shareholder of RCG. As a result, the company qualifies as a minority-owned supplier.

RCG has applied for certification by The Women's Business Enterprise National Council (WBENC), the largest third-party certifier of businesses owned and operated by women in the United States. WBENC is a resource for the more than 500 US companies and government agencies that rely on the WBENC certification as an integral part of their supplier diversity programs.

The previous decade also heralded the use of technology, which RCG embraced as the company grew, tackling more sophisticated challenges on behalf of Fortune 500 clients.

RCG invests heavily in databases, online services and software to empower its consultants to have both the depth of historical experience and the most current agency information at their fingertips.

Along the journey, and due in part to the trusted advisor role RCG fulfills for its clients, the company has been asked to help marketing leaders address internal issues. Successful work in this arena has helped build more effective marketing organizations which in turn have become better managers of its companies' people, dollar and supplier assets.

RCG's most recent consulting work has consultants serving as subject experts representing the interest of marketing to supply chain management executives. Assisting them in realizing their management goals of fiscal responsibility while contracting with professional service firms like ad agencies is a service that draws on RCG's collective understanding of relationships, culture and continuous performance improvement.

Today, the people of RCG continue to hone their craft and stay true to their principles. One thing is certain – they're always learning.

"Try not to become a man of success but rather to become a man of value." – Albert Einstein