Lavender is an agency that is built around the consumer. We aim to understand consumers and engage with them in ways they like. This leads to meaningful customer relationships and, invariably, better results for our clients. Putting consumer self-interest first is at the soul of this business and from where all our ideas develop.

Hopefully, you will stay with Lavender for many years to come and you’ll read these values again and again. They are here to show you our direction and put a spring in your step as you go.

We put consumer self-interest first

This is the single thing we stand for; it is why Lavender was started; it is at the heart of our success. If you are joining our agency, I hope you will live this claim every day and use it behind all you do. The values that follow should give you a steer in the right direction.

Be honest

The core value of this agency is honesty. This relates to the work we produce and the relationships we hold. Honesty leads to trust. Trust leads to lasting relationships, effective selling and profit.

So when you talk to customers, talk the unvarnished truth. Never be deceitful. Never dress up the facts. Tell it in a straightforward way. And never underestimate what consumers know about marketing. They are more sophisticated than marketers because they know what they want.

In the office, we work in an open plan environment that allows us to collaborate, share ideas and feed off each other’s energy. It also allows us to quickly see if someone is struggling and to offer them help in any way we can.

If you don’t agree with something that’s happening in the business, then make yourself heard. Remember it’s your business too. Only when we always speak our mind and address any issues that concern us, are we true to this philosophy of honesty.

Know more

We believe we offer the best creative and strategic thinking in the market. And to maintain our standing in the industry, every one of us is in constant pursuit of knowledge.

One of the best ways to learn is to read. The library is full of great learning. Use it!

What direct response advertisers have learned in the first seventy years of this century is what many general marketers have been slowly learning over the last 30 years. A short cut is to read what past experts have to say.

All of us should relish opportunities to learn more about our clients, consumers, our competitors, our industry – ourselves. Go to research groups, get out and look in the shops, go to the cinema, to industry events, to art galleries, to client meetings. Find out how and why consumers buy. Get to know them like you know yourself.

Be passionate

Enthusiasm is the yeast that makes your hopes rise to the stars. Enthusiasm is the sparkle in your eyes, the swing of your gait, the grip of your hand, the irresistible surge of will and energy to excite your ideas. Enthusiasm is 90% of selling. People buy from people who are passionate about their product. It is the largest single ingredient of our product.

We create work that sells. Our art is selling well to consumers. Our job is to create work that appeals to basic human self-interest. Not to impress industry colleagues. Here, there is no place for self-indulgent work. People will tell you they put the customer first, but most agencies actually put their own indulgence or egos first. Remember: No.1 is consumer self-interest, No.2 is our clients’ business, then No.3 is our agency.

Respect people

Having respect for each other, for our customers and for our clients is a principle that sets this agency apart. So when you say you’ll do something, do it. Commit to deadlines you know are realistic and never break them. Wherever possible, deliver ahead of the deadline. Reputations are built on people and companies who deliver.

People who don’t deliver let their team and their client down.

Employ nice people

We employ nice people. Nice people tend to respect and be sensitive to other people. This develops good relationships and great work. Nice people are generally more honest and straight. Clients enjoy and continue to work with nice people. So if you have a beef with a colleague, have it out with them; don’t bitch behind their back. It creates a negative atmosphere that affects everyone.

This goes without saying in your day-to-day work, but outside your immediate area of responsibility there are lots of ways you can help shape the image of the business. Greet someone waiting in reception. Offer a tea or coffee if you notice it hasn’t already been offered. Answer a phone that rings one too many times. Help someone out who rings in and can’t speak to the person they were after.

As the business grows, these small gestures become even more important. Keep your feet on the ground. Don’t be too big for the little things. And have respect.

Be creative

When you walk in the door you are entering a factory whose product is creative ideas that sell. Whatever your role, it is a creative one. Live it, breathe it, talk it, look for it, listen for it.

Be an activist in marketing. Believe you can change things. Challenge what is now.

This is what one of America’s leading marketers, Regis McKenna says: “Marketing today is not a function; it is a way of doing business. Marketing is not a new ad campaign or this month's promotion. Marketing has to be all pervasive, part of everyone’s job description, from the receptionists to the board of directors.”

Everyone here wants to help you be greater than you already are. We strive to create an environment that nurtures growth – and, eventually, greatness.

How? We beat 50% of the people in Australia by working hard. We beat another 40% by being an agency of honesty and integrity and standing for something. The last 10% is a dogfight in the free enterprise system.

This company is not for solo operators. Grow and help people you work with and you will be great. Create work that has direction and it will sell better and longer than work that is brilliant but disparate. All of us is better than the sum of the individuals.

Remember this: Only when we work as a team, nurturing, helping, teaching, growing, inspiring each other, will we achieve greatness.

Have fun

Work hard, do good work but don’t forget to have fun on the way. Fun and laughter are as essential to a creative environment as hard graft and knowledge. When you’re winning, achieving, motivating and growing, fun should come easily.