"What's the beef?"

Trust + Truth = Transparency

PR piece in Tuesday’s Telegraph, Building a client base with three Ts - tenacity, truth and trust by Philiip Smith:

Rhea Duttagupta was on the road to becoming a partner at PricewaterhouseCoopers when she had one of those “now or never” moments - and decided to form Corporate DNA Consulting.

I’ve been thinking about the whole transparency issue since mid-September, focusing on the strengths of open and honest collaboration and the overall benefits to both client and agency.

We use an engaging process to differentiate Vision and Value from the basic core rights to be in business — i.e. professionalism, honesty, integrity etc.. Yet still, the basic foundations that every professional business should have are all too frequently ignored, and at times, never even considered from the outset.

In the current marketplace — as branding and marketing budgets are scrutinised more and more — openness, truthfulness and transparency really does pave the way to cost effective and rewarding solution. White labelling can only lead to the creation of an unbalanced and untruthful client/agency relationship. More to follow. [DD]