As a metaphor for anything in advertising, the shovel can invite some dubious images. That’s OK. We’re laughing with you.

Ad agencies have spent years earning a reputation for shoveling certain stuff, so certainly this is not a baseless stereotype.

The thing is, shovels are for digging. After years (decades) in advertising, we know the value of digging for what’s true. We’re inherently inquisitive and aptly incisive, driving for the fresh and honest. And in an age when everyone is trying to plant their flag in something true, we have our work cut out for us.

That’s fine. We’re up for the challenge.