What follows is a manifesto for why we exist. It’s our reason for living, our unique approach and forms the bedrock of our culture.

Tone – Our Rules for Living


We work hard and are deliberate about overdelivery.

We’re never just a supplier, we’re a friendly voice to bounce ideas off (however unrelated to the job in hand) and we won’t start a clock for every call.

We care about quality and in particular how we look and talk about ourselves online, in our collateral and over phone or email communciations.

We are patient, professional and down to earth, making efforts to understand a client’s point of view even if it’s the opposite of what we believe to be correct.

We’re not pioneers, but we’re agile and adaptable enough to stay with the curve.

We create systems of working that are efficient and it hurts us personally when these systems are bypassed in times of pressure and harsh timelines.

We’re never bitter, and in trying times default to doing what’s right for the end result.

We have responsibilities, not necessarily roles and make suggestions for improvement in areas other than our day to day.

Busy? We’ll grab your lunch for you, provide words of encouragement to get the job done and wash your mug at the end of the day.

Thirsty? We’ll make you a drink even if it takes 2 kettle fills.

We are not sexy, flowery or have our heads in the clouds; we’re driven by unsexy goals like process, efficiency and execution.

We punch well above our weight and are the unsung heroes of client campaigns.

We’re not 9-5.

Bad hair day? Wear your hat.

Bad thermometer day? Wear your shorts.

Appointment? Just make it back when you can.

We’ll all share in a gift on your birthday (quality may vary) with a birthday day off to kick back, whatever the day of the week.

We split profits, funnelling it into a Christmas bonus and two fully paid for events a year for you and your partner.

We’ll always pay you Christmas Eve if time gets away from your gift list.

We struggle saying no, struggle letting clients down and while it sometimes causes short term strain we grow better from it.

This partnerships focus and ‘we’ll figure it out’ attitude is what separates us from the ‘Floating Dreamer’ agencies and their ’Not in Scope’ rigid counterparts.

All of this is why we exist and this manifesto represents our rules for living. 

anthony mcloughlin, tone agency
Under the spotlight with...

Anthony Mcloughlin

Digital Marketing Executive

Anthony is a key member of the digital team at Tone.

If you could go back in time to witness an historical event in person, what event would you want to see?

1966 World Cup final. “They think it’s all over…”

What would be impossible for you to give up?


What is at the top of your bucket list?

To get signed to a record label.

Which celebrity do you most look like?

Barack Obama.

Name your top three computer games of all time?

Command & Conquer, Championship Manager, Tony Hawks Pro Skater 2.

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Work for us

Why should we hire you?

The great thing for us is that our clients are endorsing this approach – it’s working for them and they’re reaping the benefits. It’s no coincidence that we get the lion’s share of our business through repeats and referrals – a stat we’re very proud of.

Anthony Mcloughlin | Digital Team

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