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?

Simply deciding to not  work with tobacco companies is not a code of conduct. To be an effective partner, client or agency, it is key to demonstrate your parameters across a wide swath of potential issues and maintain integrity at all times.

This code of conduct guides our daily actions as we navigate the complexity of client-to-agency relationships.

1.    Our reputation keeps us in business.  Our business is based on trust and integrity.  Without compromise.  We’ll walk from a revenue opportunity that jeopardizes this principle.

2.    No loose lips.   We respect confidential information.  We do not engage in industry gossip, compromise our clients nor the agency community.  We respect privacy of information.

3.    Only clients pay for our services.  AgencyLink’s revenue stream is from our clients, which are corporations, associations, government and non-profit organizations.  We do not hold equity in any agency shop.

4.    We don’t provide agency services.  Our business is search and performance consultation.  We do not provide marketing services that conflict with the services we are seeking to find for our clients in the marketplace.

5.    We don’t play favourites.  Over the years, we have made many personal friends in the marketing industry.   We endeavour to find the best marketing solution for our clients, be it a boutique agency, a network of freelancers, or a large multinational agency.  Our true friends understand.

6.    We dislike churn.  The best relationships are built over time.  We’ve been a part of client-agency relationships that hit bumps in the road and with some work, smooth themselves.  We’ll try and counsel through those moments to build lasting win-win relationships.

7.    We won’t be bought.  We do not accept gifts from agencies that want to get in our good books.  We apply normal business discretion as it relates to promotional items or entertainment.

8.    Quality of service.   In all our dealings, we strive to be competent, objective, honest and candid, conscientious, courteous, diligent, rigorous and efficient.

9.    Time is precious.  We don’t believe in cattle calls.  We work with our clients and the agency community to develop tailored searches that respect everyone’s time.

My hope is that clients and agencies will share their codes of conduct so we can develop best practices for our industry. Please provide your code of conduct under our comments section for other organizations to see what your commitment is to your business and our profession.

Sheila Corriveau