Prior to launching AgencyLink in January 2008, the first document that Stan and I created was a code of conduct.  We believed that by establishing our moral compass early in the process that we would be better equipped to develop a business plan, set our priorities and shape our goals.

Defining a moral compass is valuable for a company, agency or department. In an earlier blog post, I referenced the importance of being discreet and sharing company values and expectations with business partners to ensure no surprises.  Does your department or marketing agency team understand your code of conduct? Do you have one? Read the rest of this entry »

Last week, the International Association of Business Communicators held a shin dig at The Madison in Toronto to recognize and thank its volunteers. The networking event featured a BBQ, cocktails and door prizes to celebrate a successful year of collaborative teamwork.

The celebration got me thinking about the importance and need for clients and agencies to take the time to commemorate results and their partnership.

All too often, clients and agencies forget or get too busy to celebrate when they meet and hopefully exceed expectations. We encourage our clients to celebrate the successes they have combined to deliver. Read the rest of this entry »

Pssst.. if you hear gossip, don’t pass it on.

Our marketing clients confirm that the number one reason to fire a marketing agency is if its employees disclose confidential information about their company. Thankfully, many marketing agencies include a code of conduct to reinforce confidentiality within employment contracts.

In an online poll last year, IABC Toronto asked its members: What are the key attributes of an effective business relationship? About 550 members replied that ‘trust’ is the single most important attribute of a strong business relationship. Trust is a very powerful term in a business context. It means that there is two-way respect and that both partners in a business relationship are working effectively toward the same goals. In other words, you have each other’s backs! Read the rest of this entry »

In any relationship, if you don’t communicate openly about problems and issues, trouble is just around the corner.  Too often, clients dance around performance issues they have with their agencies, and vice versa.

This fact is confirmed by agency leaders themselves.  In a February 2009 survey of agency leaders (including 106 in Canada), agency respondents said that 61% of their clients do not “openly discuss their concerns about agency performance and make an effort to find solutions before the client ends the agency relationship.”   In fact, open feedback from clients is one of the few areas where Canadian agency leaders are more critical of their clients, in comparison with European and U.S agency leaders. Being too polite, human nature for most Canadians, can sometimes kill a relationship. Read the rest of this entry »