PAL was conceived as a community for professional creatives to help others learn how to survive in an increasingly competitive industry.

to inspire independent (freelance) professionals, small studios, and aspiring creatives to band together to put an end to work-for-hire (word made for hire) agreements.

to establish national pricing guidelines for creative work in order to establish a fundamental pricing model prospective clients can relate to professional quality.

to urge creatives, creative studios, advertising agencies and all creative individuals working in our industry to treat each other with respect and to reestablish a basic code of ethics that benefit all professional creatives.