Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Petra Mateljan, Account Executive, Direct Media Komunikacije, Croatia
Although the application of corporate social responsibility in Croatian companies started in the fifties, the need for implementation of a modern model of social responsibility and the implementation of the same in the agencies (companies for market communications) came much later, through the development of market economy, but also through the identification of problematic consequences of economic transition, economic crisis and recession. The road to the agency that operates on the principles of social responsibility is not simple, and it often comes with dilemmas about the concept and the implementation of social responsibility, from a purely marketing tool to the true direction of the agency.
Agencies are essentially companies for market communications, but with their own specific characteristics, in organizational and business context, they are different from other companies. For example, who except Google would put a king-size bed in the conference room and call it an internal meeting room?! But this is also possible in the agencies (for example the agency TBWA \ Chiat \ Day Los Angeles, with their basketball court within the agency), which is an obvious example of social responsibility aimed at employees. Also, it should be noted that agencies have went through their golden age of arrogance, and are now aware that much has changed or needs to be changed in terms of organization, planning, strategy and co-existence with the community where they operate. Business success cannot be achieved in isolation from the environment in which you operate.
However, it’s no longer “enough” to donate funds to a bank account or do some pro bono campaign for a nonprofit. The concept of corporate social responsibility can be described in multiple terms which, of course, represent it: sustainable development, ethical business, “corporate citizenship”. Regardless of the terms, basic principles are the same. Corporate social responsibility promotes social and environmental innovation in business, and allows people to express their views and values, and to affect the society to a degree by ‘voicing’ their stance with the decisions on what they buy, whom they want to work with, and with whom they want to invest. Doors of new jobs, new opportunities and new relationships open up to agencies that have embraced corporate social responsibility, which provides them the opportunity to strengthen their competitiveness in the field in which they operate. Social responsibility is not limited to major agencies. As responsible suppliers to corporate clients from all economic circles, agencies of all sizes can capitalize on reducing risk factors, attracting and retaining talent, the impact of CSR on reputation, discovering new markets for socially responsible products and services, meeting the criteria of responsibility, and ultimately reducing operating costs. As a result of agency’s responsible action toward the community, the environment, its employees or the market, the agency achieves positive results of action for the common good. It is also one of the safest ways to create a positive image, and in the modern business world a good image often makes the difference between a successful and an unsuccessful expansion into desired markets.
The road to the implementation of corporate social responsibility is much easier if such tradition exists in the agency, as is the case with Direct Media system. This CSR practice has been dominant in the system since its inception, especially in the field of care for the employees, ethical market operations, and through multi-year program of donations and other philanthropic activities focused on the community, as well as implementation of pro bono projects. In the last few years, CSR principle has been upgraded by integrating standards and models of behavior at almost all levels of business. Motivated by the belief that social responsibility is crucial for a successful business, we continue, as a system, to work on the development of these standards.
A tip for agencies that want to be responsible and responsive – getting involved in the changes brought by corporate social responsibility is a strategic imperative for the future and for competitiveness. And last but not least, it brings a fantastic feeling to each individual within the system – it motivates, it makes you feel part of the community and makes you do things just right.