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[Frank Palmer] says what he thinks, which comes in handy for both quotes and cues on his leadership. He retains a fierce passion for the business but recognizes that "it's only advertising; we're not brain surgeons here." And his infamous jokester persona plays a role in his unique leadership style. "I am a character," he says, laughing, then explains, "It's about constantly trying to put a spirit inside the company and keep it alive and different." At the heart of this big agency are its upstart roots. "It's funny, around town people still talk about us as Palmer Jarvis or PJ, even after all these years," says [Alan Russell], who as CD in the agency's original Vancouver location has witnessed its various incarnations over the years. "We've definitely tried, in many ways, to stay small. The spirit of Palmer Jarvis was always entrepreneurial and had a lot of Frank behind it. It was kind of like we were the underdogs. I'd still like to think about us that way, even though we've got the label of a big agency." The integrated campaign included TV, radio, print, DM and grassroots efforts. A national 30-second spot called "Carry" featured a man carrying another man over his shoulder. Arriving at a crowded sidewalk, he "releases" the man into the street, symbolizing a return to society and to life. The tagline explained: "Giving someone their life back. That's the beauty of giving blood."