• is objective, considered and responsible.
• embodies a broad reputation perspective, including European and wider international dimensions.
• reflects our commitment to equal opportunities and diversity.
• is relevant to the longer-term business interests and goals of our clients.

In pursuit of this aim, we undertake to meet the standards of service and professionalism set out in this Charter:

• We will always act in accordance with the highest ethical and legal standards, and with equal opportunities principles. We will follow both the letter and the spirit of recommendations made by the Committee on Standards in Public Life.
• We will produce work of consistent high quality in terms of its appearance, appropriateness, timeliness and value. Our goal is to set standards for best practice in corporate reputation.
• We will handle client information and relationships with the utmost discretion. We recognise that our own best interests lie in satisfying those of our clients.
• We will meet agreed targets for cost, for timing, and for deliverables.
• Through our network of associates we will provide the skills and experience required to meet our clients' needs. We will not accept work for which we cannot offer the necessary expertise.
• We will seek regular evaluation of our work from all our clients. Wherever possible we will establish measurable performance criteria; we will undertake measurement activities and respond to their findings.
• We will avoid unnecessary work, both on our own behalf and that of our clients.

If any service we provide fails to live up to the commitments in this Charter, we will cancel the fees for that service, in full and without question.