EDITORIAL: AMV shows adland the way to behave

Happy birthday Abbott Mead Vickers BBDO! The country's largest agency clocks up its quarter century this week assured of its place in UK advertising history. Doubtless, if such a tome ever gets written it will be the Saatchis who will go down as the industry's great iconoclasts. But when the brothers' ambition overreached itself, it was AMV which restored the City's faith in an industry perceived as poorly managed.

In an often brutal business, AMV has proved it's possible to behave with integrity towards clients and with decency towards staff while running a successful operation.

Today, as AMV's founders withdraw to the sidelines, new business becomes scarce and a new generation of management has to be bedded in, it's easy for those core principles to come under threat from more pragmatic considerations.

At a time when corporate and ethical behaviour are becoming indivisible, that would be fatal.

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