1. We’re Careoholics. We’ve learnt that successful service businesses depend on getting the small stuff right as well as the big stuff, so we care excessively about both.

2. We’re independent. Which is another reason why we’re Careoholics.

3. We care about the mission. We help our clients distil theirs into something that fires people up both internally and externally.

4. We care about people at least as much as systems and channels - our people, people throughout the client organisation, people who influence, people in general. Because our experience with service brands has told us that if you don't get the people bit right, the rest doesn't matter.

5. We care about being recognised, of course. So we were delighted to be recognised as Campaign's Direct Marketing Agency of the Decade in 2010. We wish for the same in 2020, Minus two words.