We wanted to establish a code of ethics and sought out inspiration from the industry.
But everything they included we believed in and thought they probably put some good thought into it, so why reinvent the wheel?! So here they are, exactly how the Comms Council made them.
Stand up for what you believe is right
Be open-minded and receptive. If something’s wrong, try to resolve it. Let a well-informed conscience be your guide.
Honour all agreements.
Agreements are expressions of trust. Honour all promises – written or spoken – to clients, colleagues and suppliers. Respect confidentiality.
Don’t break the law. Don’t bend the law.
Think beyond legal argument to moral argument – the spirit of the law. Don’t stretch the truth. Don’t look for loopholes.
Respect all people.
No stereotypes please. Individuals should be understood, not portrayed in a way that could bring disrespect. Use humour, but avoid cheap shots.
Strive for excellence in everything you do.
Create an open, trusting environment with colleagues, clients and suppliers. Raise the standards of creativity and professionalism.
Give clients your best advice, without fear or favour.
Act in your clients’ best interests. Tell them what they need to know, not what you think they want to hear.
Look after your colleagues.
Responsibility is a two-way street. Look for the best in one another, acknowledge it, and reward it. Leave room for fun, family and friends.
Be honest in commenting on competitors and our industry. No dirty tricks in new business. No misrepresentation of the capabilities of your business.
Think before you act.
The best decisions are informed decisions. Think before you act. Will this action connect with your personal sense of what is right or wrong?
Be honest without being brutal. Be true to yourself. Recognise the trust placed in you, your company and the marketing communications industry, then act accordingly.