This article was originally published by Adweek.

“Progress isn’t about embracing change—it’s about igniting it,” DeRiso says, and she puts such preaching into practice for clients large and small, positioning PHD as a purveyor of smart, disruptive strategies. During the 2017 holiday season, PHD helped Google sell 7 million of its Home devices by creatively integrating the product into hit TV shows. (That initiative was named an Adweek Media Plan of the Year.) At the other end of the spectrum, for Oatly’s U.S. launch, PHD placed billboards near coffee shops that sold the oat milk to drive sampling, and bought ads in publications like Poets & Writers and The Atlantic.