RBM: When Good Companies Do Stupid Things - Elliott Easterling

By now most of you are aware of Facebook39s PR disaster The firm39s secret smear campaign against Google has turned out to be one of the biggest fiasco in the company39s history Google is no saint but they have done a decent job positioning themselves around the idea that quotYou can make money without doing evilquot This is stated as one of their core 10 principles Facebook could do a better job following suit I believe that the brand equity lost as part of Facebook39s shortsightedness will take years to recoverI personally believe in business ethics above all else For me ethics even come above the profit motive That never precludes us from being feisty business competitors We compete and I like to think of RBM as a formidable business adversary to any digital marketing agency but I don39t allow the firm to cheat That is why our clients come back to us year after year even as they change jobs and move on to new firms They know that RBM will always do the right thingA lot of performancebased marketing firms are missing half the equation For us performance means two complementary things It means that we will treat our clients business as if it was our own and it means that we focus on delivering measurable business resultsA lot of digital firms deliver their clients performance but they don39t put the client39s interests first The media industry is notorious for flybynight operations that take a very short term approach to making money The approach often involves adding poor performing elements to a campaign solely because they will boost media company margins I call it quotmixing bad whiskey in with the goodquot and it is a terrible way to do businessWe believe that true performance marketing comes with operating as an extended part of our client39s teams always operating with the client39s interest in mind That creates the greatest long term value for both our clients and firms like ours That also produces trusting clients who stick around for the long haulI don39t see a lot of business leaders taking a public position on business ethics It would be nice to see more of thatElliott Easterling is CoFounder ampamp Chairman of the Board at RBM Elliott can be reached at eeasterlingredbricksmediacomRead all Elliott39s MediaBizBloggers commentaries at The BrickwireCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerMediaBizBloggers is an openthought leadership blog platform for media marketing and advertising professionals companies and organizations To contribute contact Jackmediadvisorygroupcom The opinions expressed in MediaBizBloggerscom are not those of Media Advisory Group its employees or other MediaBizBloggerscom contributors Media Advisory Group accepts no responsibility for the views of MediaBizBloggers authors

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RBM: When Good Companies Do Stupid Things - Elliott Easterling

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