HOW WE'RE DIFFERENT > Accountability in action

Accountability. It's not a word you hear much from marketing firms. But at Carton Donofrio Partners, we insist that the work we produce be accountable to our clients. It's a mindset that guides everything we do.

Every assignment begins with a question: "What is the objective?" That objective is the litmus test for every strategic, media and creative decision that follows. Often we're our toughest critics. "That's a clever idea, but will it work? Does it meet the objective?" If the answer is no, then the idea doesn't see the light of day.

Ideas that do survive and get produced are held even more accountable. Yes, we track and measure the work with zeal and precision. But tabulating campaign metrics — click-through rates, phone calls, direct mail and DRTV responses, conversion rates, and the like — isn't enough. We also dig in and discover the stories behind the metrics. For example, if a campaign is widly successful (as many of them are), is it solely on the strength of our brilliant idea, or are there other market forces at work? We want to know, and we won't sleep tight until we do. That's what being accountable to our clients is all about.

Does accountability count for you? Let's talk.