The B2B marketing industry has united to create a Code of Conduct for agencies and clients in an industry-wide collaboration.
This collaboration was led by strategic consultancy The Magnus Club and B2B Marketing after there were discussions around agency leaders and client side CMO’s working better together.
The resulting best practice recommendations – covering pitching, onboarding and communications – is designed to accelerate growth, effectiveness and ROI in the sector through strengthening the agency and client relationships.
Leading agencies Ogilvy, Octopus Group, Omobono, Gilroy and Sojourn Solutions have already signed-up to the code, as well as key client representatives such as Capita, with more to follow. The Business Marketing Club has also lent its support. This is the first time the B2B sector has come together to work towards a shared purpose of accelerating growth.
Teresa Allan, founder of The Magnus Club, said: “This is hopefully the beginning of positive change in our industry, there is much more we can do to improve the partnership but it has to start with transparency. If both clients and agencies agree to work in a certain common framework together, it can only benefit the sector as a whole and drive up standards.”
Joel Harrison, editor-in-chief, B2B Marketing said: “Great marketing has always depended on great partnerships, but the blurring of boundaries between clients and agencies makes building partnership on a firm foundation even more critical. This is a great initiative, which will help B2B marketing take another big step forward in terms of its professionalism and sophistication as an industry.”
The Code is a free resource available to everyone to use as a guide to building strong agency/client partnerships and can be found at https://b2bcodeofconduct.com.
