The champagne bottles have been recycled, my alma mater won their bowl game and today I find myself back at my desk, rested and ready to tackle 2012. Ok maybe not the rested part, thanks Beale Street.

Before we all cut out for the holidays, Empower (my employer) hosted our annual holiday breakfast. We used this time to reflect on the successes, challenges of the past year but most importantly look ahead to the coming new year.

During my visits with family and friends during this long break, I kept coming back to our collective purpose that our President/CEO laid out for us as we think about the years ahead. Our purpose: “Unwavering Will To Do Good For All”.

At first blush this might seem a bit odd for an advertising and media agency to think about such a high order purpose,but if you distill it all down, that is exactly what we strive for. For those of you who know about Empower, it has always been a family owned company with those same values. But beyond that we want what is best for our clients, their consumers, the agency, our families and our community.

I would argue that we are not different from most, many companies would tell you they have similar or even the same values, but do they live them?

Examples that shine are always the community service projects but when I think about truly living “Unwavering Will To Do Good For All” – shouldn’t we be just as passionate about community service drives as we are for the work we do everyday for our clients? ABSOLUTELY!

As I reflected on all the meetings, recommendations, successes and failures of 2011 - multiple examples of “Unwavering Will” kept coming to mind. All of them were examples of how passionate our entire team is for our clients and their success. Our teams get emotional and deeply disappointed when our clients disregard our advice and fail. While we certainly don’t expect to win all the time, we consistently get back up and fight the next battle each and every day on behalf of our client’s consumers. I wouldn’t have it any other way, would you?

Here is to 2012 and to another year of Unwavering Will To Do Good For All.

What will you do to show your unwavering will in 2012?