Independence.

"Our independence enables us to focus on delivering results for clients but also to feel totally comfortable with the advice we give. Sometimes that means telling clients things they aren't expecting to hear," says Mark Parkinson.

"If a new brief is the same as an existing client, we don't try to juggle things. We put our cards on the table. As an independent company, we can say if we feel there might be a conflict of interest."

"The day a business stops being honest with its clients and colleagues is the day to do something else."