Is honesty in marketing difficult? The perspective of a marketing agency owner

Marketing agencies want to make money like all other companies. And there is nothing wrong with that, provided they do it honestly. Is the saying ?business is business” always true, regardless of the circumstances, or maybe there is room for ethics in it? Interview with Joanna Staniszewska, founder of You’ll Enjoy.

Does marketing exclude honesty? In marketing, especially in the beauty industry, where promises can be very bold, honesty can seem like a challenge. Companies want advertising or campaigns to bring immediate results and boost sales. This is often achieved, but only temporarily. If a brand promise does not coincide with reality, then after a spectacular success comes a spectacular flop.

Are such requests common? I often encounter situations where customers expect me to beautify reality, i.e., show results better than they are, or use photos that look more like graphic effects than real results.

Can you give a specific example? We once had a situation with one of our clients from the American market, who wanted to introduce a cosmetic product that allegedly has a rejuvenating effect. The company wanted us to create a campaign showing the spectacular effects of using it – in the form of "before and after photos". They expected us to tweak the photos with a graphic program so that the difference would be striking.

You don't say no to an American client? The market doesn’t matter. We decided not to accept this project. As the head of a marketing agency, I try to put honesty and transparency first. For me and my team, marketing is not about manipulation but about sharing reliable information and creating real value for consumers.

But it could have been a profitable collaboration… Quite the contrary. It was the right decision. We lost a client who chose another agency that agreed to meet their expectations. However, this campaign failed.

Why? Google, one of the largest advertising platforms, rejected their ads because of a violation of the rules regarding the content of ads. In addition, the use of the word ?botox”, which is a medical substance, in the context of a cosmetic, automatically blocked the campaign. As it turned out, the list of banned substances in advertising is very long, and not complying with these rules can lead to serious consequences.

So, the campaign fiasco had nothing to do with the graphics? Not directly. It was related to the dishonest attitude of the company in general and the agency that agreed to support such activities. You’ll Enjoy hasn't gained this particular client, but it has gained something much more valuable – the reputation of a company that operates ethically and by the rules. In turn, the agency that accepted the project lost not only time and resources but also reputation, which in the marketing world can have serious consequences. For the client, it was a lesson that promises that are not covered in reality will not bring the expected results; neither in sales nor in branding.

It is honesty that determines success, then? Definitely yes. The integrity and trust we have built over the years. Customers appreciate You’ll Enjoy's approach, and we can sleep soundly knowing that we are not contributing to the spread of misinformation or consumer manipulation. In the long run, honesty guarantees the recognition of not only customers but also business partners.

Isn't this too idealistic? Honesty and integrity in marketing are not only a moral choice but also a strategic one. It is an investment that brings long-term benefits to both the agency and its clients. And although it may sometimes seem that honesty is a more difficult path, in the end, it is a path that leads to lasting success.

Rejecting projects is one thing. But how does You’ll Enjoy implement the ethical marketing objectives on a daily basis? When creating marketing strategies, we carefully look at how beneficial our activities will be and how much they can be a burden on the environment, community, or mental health. We feel and take on that responsibility. Because we are connected to everyone and everything.

Thank you for your time.

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