How ad agencies are fostering value-based culture to improve businesses
Right from when we’re kids we hear several value-based proverbs and phrases that are taught in schools and by elders at home. Who doesn’t remember constantly hearing ‘Honesty is the best policy’ or ‘Actions speak louder than words’? As we grow older, we imbibe values and today, working in the corporate world, we use the same values to define our work culture and organisations. The building blocks of any organisation are the values that define its culture and catalyse growth. From honesty, team empowerment to flexibility and equality, the list of values an organisation can embody goes on.
It’s a combined effort
In a value-based set-up, team members find common grounds between their personal values and the ones adopted by the organisation. This ensures that both the organisation and the team members thrive parallelly. Central to the development of both, a value-based culture is conducive to overall growth and well-being. According to a recent engagement report, employees’ ratings of their company’s qualities are 20% higher at companies with strong cultures.
In global organisations, value-based structure nurtures a sense of community. Being more mindful towards the needs of its team members, Fuse has also come up with programs to ensure work-life balance and schedule flexibility. Collaborative initiation, acknowledgement and appreciation are among values that enhance commitment.
Being open to change
Change is inevitable – this is one mantra that every organisation ought to adopt. While changes can be moulded and transitions can be smooth, it is futile to resist them. We live in a time that’s ever-evolving and the uncertainty of change has been reiterated by the pandemic. In an environment where developments are rapid, it is crucial to stay dynamic.
We are part of an industry that thrives on social connections, creativity and spontaneity. Hence, growth here is all about having an open mind. This doesn’t necessarily mean that one should relent to change, only that we should be ever-prepared. Sometimes you just ‘wing it’, and other times you know the pros and cons, have space for suggestions, along with the bandwidth for incorporating them.
Client Loyalty
The advertising industry is aware that a one-off copy or statement will not yield long-term results, it never has. Ideally, a value-based culture extends to brands, companies and clientele. A conscious step must be taken to ensure that the projects taken up by the organisation echoes the values it stands for. This will help in nurturing a long-term, emotional and impactful connection between the organisation and the client.
An apt example would be a global boutique agency that started a programme to encourage team members to show support to each other and explore avenues in the agency community. It fosters diversity, equity and inclusivity while forging relationships between people who work in the same industry.
Value-based marketing
A company’s values extend to more than just the inner workings of it. The message we believe in, the thoughts we choose to put out defines the image of the brand. Artfully utilised by several brands in the past, is an extension of values. This marketing method can improve the reputation of the brand they are representing and in turn, theirs. However, it is imperative to encourage value-based culture in the organisation before extending it to campaigns and projects.
Dove used this approach to include people who have battled problems and achieved their goals in its campaigns. From body confidence to insecurities, Dove focused on problems faced by people across the world and extended support to them. In the process, it gave their customers a sense of belonging and garnered a reputation for itself.
Conclusion
Nurturing a value-based organisational structure comes with a plethora of merits. While some of these merits are immediate, some are long-term. Ethical boundaries exist in every sector and in media and communication, it becomes a priority. Making organisations a breeding ground for good values goes a long way. Undeniably, these values bring stability, stimulate productivity and increase the commitment level of team members. Comprehensively, a value-based structure is the Horcrux of development and progress.
About the author:
Raghav Bagai, Co-founder, Sociowash