Leading by example: Agency core values

Why our core values are so important to us and our branding process

In 2013, Smith & Jones merged with Burst Marketing. In doing so, they also merged their core values. The following article explains the meaning behind these core values.

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When Smith & Jones and Burst Marketing first sat down to plan our strategic partnership, we shared our core values with each other — and found that they were eerily similar. The seamless way in which we came together proves that each employee embodies the true meanings of our core values. To further engrain our new, combined set of core values in all employees, we’ve held activities that teach the lesson behind each one, such as a puzzle contest for “get it done right,” and an agency potluck Thanksgiving feast for “collaborate.”

So why all the hype about core values?

Core values define company culture, and company culture drives success. Our core values were determined by identifying the characteristics of our best employees. However, just stating them isn’t enough. It’s important for management to be cheerleaders for the core values and promote them to help everybody understand what’s important to the organization and how they fit in. People are an organization’s most important asset — that’s why core values are so important to us. In fact, we’ve even incorporated core value exercises into our branding process for clients.

Below is our list of core values and what they mean to our Strategy Director, Mark Shipley, and our Marketing Director, Dave Vener.

 

Get it done right

Getting it done right is the trademark of a true professional. (It’s also cheaper than having to go back and re-do it.) We grow by making mistakes and learning from them. It’s important that we own our mistakes and fix them. The easiest way to create a loyal brand ambassador is “the rebound” — admitting a mistake, and then fixing it beyond expectations. – Mark Shipley

Smith & Jones taught us the importance of delivering high-quality, creative work to our clients in a timely manner, and as a result our organization and employees have flourished. It is important that we get it done right as an organization and as individuals so we can not only meet, but exceed the expectations of our clients. – Dave Vener

 

Trust and respect

Everyone wants to feel valued and that they’re bringing something to the table, and people do better work when they feel good about themselves. Employees need to respect each other and value each other’s opinions to create a happier, healthier work environment. – Dave Vener

Hiring employees based on trust and respect means that team members can be trusted to go off and do their work independently. Leaders should be confident that employees will ask for help if they run into trouble, and everyone on the team should respect and help one another when they need it. – Mark Shipley

 

Be happy

Miserable people and negative energy can infect an organization by bringing everybody else down. No one wants to work alongside a Debbie Downer. Since tensions can run high in an agency and we all experience extremely stressful periods, we make it a priority to have fun when we can. It creates happy employees and better quality work. – Mark Shipley

We spend more time at work than we do at home with our families and friends. While making a living is great, it’s not worth it if you’re not happy and enjoying the work. It’s not healthy for employees’ wellbeing, and it’s not healthy for the company’s bottom line because it can cause product quality to suffer. – Dave Vener

 

Collaborate

The more we collaborate, the better our work is. If your organization has silos where everyone is on their own island, everyone suffers. There’s no one right way to do anything, and team work and collaboration bring out fresh ideas. – Dave Vener

Collaboration is not only important within the organization (we don’t treat anyone like a rockstar — everyone works together) but also with clients. It’s important that the client-agency relationship is viewed as a team and that you work together to achieve the goals set forth for a campaign. It doesn’t help anyone to think of it as “us” and “them.” Everyone is fighting the same fight. – Mark Shipley

 

Know your shit

This core value is extremely important because the tone is no-nonsense. The DNA of our organization is to hire really smart people with a lifelong thirst for knowledge because clients hire us for our expertise. If you don’t have this mindset, you won’t succeed here. – Mark Shipley

It’s important for a client to have confidence in the people in our organization and that they can rely on our expertise. We invest in learning, read and study our own specialties, and keep on top of trends to stay ahead of the curve. It’s a big key to success because if we appear outdated, clients will run for the hills. Professional athletes train to stay at the top of their game. We train our brains and hone our craft. – Dave Vener