is the customer-connected evolution of Preston Creative Marketing. Founder Steve Preston was all too happy to take his name off the door. "The most important person in any health or wellness situation is the customer, not the agency. To us, the customer is not an abstraction or a target audience, but a human being in a life-affecting situation. It's our job to know the person, understand her motivations, deliver on her expectations and be accountable to her. But it's difficult to be accountable to the concept of 'customer.' So we gave the customer a name: Joe. Joe is the personification of our clients' many customers: a doctor, a patient, a health-conscious shopper, a shareholder, a man, woman or child anywhere around the world."