Meet The Agency Behind NRA's No-Holds-Barred Ads

"Never fight if you can avoid it, but when you must fight, don't lose."

That's the call to viewers, set to dramatic music, in one of the many ads that the National Rifle Association is pumping out in the wake of the Newtown school shooting.

It was created by Ackerman MacQueen, the NRA's longtime ad agency, which has been crafting the NRA's public image since the early 1980s.

Some say the agency has too strong a hold inside the gun rights lobby group.