Seventeen years ago, we set out to build a consultancy that helped make PR work properly for sales. And we have achieved this. We have a number of case studies (with diverse brands, in diverse marketplaces) that prove the point.

We also wanted to win recognition for PR - and for the wider concept of Non Advertising Communications - as a serious and properly integrated marketing discipline. With the support of our clients and with the concrete evidence of our campaigns, we have begun to achieve this. But we are not complacent and we realise that there is much work still to be done. PR does not yet enjoy the best of reputations among its peers, among the media or among consumers at large.

We wanted to help marketers and brands think and behave beyond traditional niches. Our unique approach to media and to campaigns has kept us fresh and inspired. We continue to think holistically, work holistically and to budget holistically as well. Great teamwork - across the marketing mix - is fundamental to our working success.

We have always been acutely conscious that PR agencies damage their own reputations by taking on more work than they can properly handle - or by prioritising new clients over existing ones. Seventeen years ago, we promised ourselves we would never do this and we never have. We remain determined never to work beyond our own capacity or limitations. We always prefer to be wanted and not to be found wanting.

Our reputation means everything to us, it is possibly our most valuable asset. Since 1987, we have grown entirely by word-of-mouth recommendation. Long may this continue. This means we must always work hard to be known for great clients, great work and great campaigns; we must always be heralded for achieving great cut-through in media.

Seventeen years ago, we wanted to create a company that was guided in everything it did by honesty and integrity. This most fundamental belief continues to drive the two of us and those around us. Above all, we wanted to create and build a dynamic, evolving and progressive consultancy of the future - with a focussed and committed team who would help us deliver our vision and remain true to our founding principles. Of all the achievements of the past sixteen years, building this team is probably the greatest.