Forget the store-bought, aspirational, power business phrases that come affixed to silkscreened posters of sprawling mountain vistas; @radical.media has its own motto, one that tidily sums up its raison d'etre in just two words. More than just a self-effacing joke, "never established" underlines @radical's belief about what every company needs to succeed: a commitment to constant change.

Despite having successful offices in six cities (New York, Los Angeles, London, Paris, Berlin, Sydney) and some of the highest-profile directors in the game, @radical has spent the better part of this decade in an ongoing state of transformation. The company's re-organization of assets and staff - which president Frank Scherma describes as occurring horizontally rather than vertically - speaks to its longstanding and genuine interest in becoming a full-service provider in the production sphere. That the crystallization of those plans has coincided with industry doomsayers heralding the end of the 30-second commercial has been nothing more than a fortunate coincidence. "I remember the first day that I met [Chairman & CEO] Jon [Kamen] and Frank," says executive producer Deborah Sullivan. "I was at Publicis + Hal Riney, and they were presenting @radical.media in a way that nobody had ever presented a production company before. You knew then that they were thinking about production in terms of what the needs were rather than what the structure or the traditional process was."

Scherma says he and Kamen shared a vision from the outset. "We wanted to be a solution to advertisers and their agencies across the board. So we decided to make an investment in the company, for its growth and future," he says. "Part of that meant having people that knew how to do stuff for the Web, people who knew what the TV landscape looked like, people who understand music. It's great to see all those elements pay off."

Indeed, if the past few years have been about patiently setting the table to accommodate the production world's emerging business paradigm, then 2004 has been about sitting down to feast. With the capabilities to work within print, branded content, music video, television, new media, photography, design and film in addition to traditional commercial production channels, @radical has differentiated itself from the competition by diversifying its talents. Now that clients are embracing cross-media marketing campaigns almost as a rule, it looks well positioned to capitalize.

"Agencies are starting to think in terms of television commercials as the main core of the business while thinking of all the ancillary things as well," Scherma says. "What we've done is built a company that can do the television commercials as well as the ancillary things. We spent a lot of time to get to a place where we could understand all these other items. But what's happened is that it's gotten a little more cohesive this year."

But many at the company are quick to point out that the @radical's changing infrastructure isn't meant to reflect any sort of declining faith in the world of television production. "I always say to advertising agencies, if you went to your client right now and said you could deliver 40% of the audience, they'd go 'How, what do we have to do?'" Scherma says. "Well, make a television commercial. Advertisers who are used to getting 90% of the audience think that 40% is horrible, but it's still the best way to get to the most people."