Core Values

Our Purpose:
Goodness. Genius. Greatness.

Goodness. To be honest and loyal partners who measure ourselves based on ethical choices, seasoned counsel and hard work. This will ensure that our contributions are always smart, successful - and principled.

Genius. To be explorers of “endless possibility,” whose thinking melds inspiration and ingenuity into unexpected solutions. To offer curious minds (in our business and in our lives) that anticipate and seek added intelligence and provide superior work.

Greatness. To be a successful organization that identifies the greatness in everyone it touches and relentlessly pursues progress through originality. Our equation for success intermingles goodness and genius - blending a compassion for the communities we work and live in with our quest to become the new breed of communicators.

CRT/tanaka is guided by a set of nine shared values. These influence all decisions we make for our company, including our purpose, work ethic and our corporate culture.

• What’s best for the group comes first.
• Always be open and honest.
• Have a passion for unsurpassed quality, continuous learning and personal excellence.
• Work for and trust each other.
• Deliver more than promised.
• Seek responsibility and share recognition and awards.
• Respect and value individuals - clients, associates, suppliers, media and others - and their differences.
• Keep a balance between family and work.
• Give without expecting anything in return.