Marketing affects decisions, investments, reputations, relationships and how a business presents itself to the world. Results are therefore not the only criterion for deciding how to do this work.
This Code brings together the principles that guide Palpitaria and the professionals or partners working on its behalf.
It does not replace contracts, specific policies or legal obligations. It records the commitments that should underpin our decisions.
Palpitaria does not invent data, results, credentials, urgency or certainty to make an idea more convincing.
A fact is treated as a fact. A hypothesis as a hypothesis. An estimate as an estimate.
Marketing can persuade without distorting.
We do not use fear, guilt, shame, false scarcity or artificial pressure to steer a decision.
Explaining things clearly is part of the work. Creating anxiety to rush a sale is not.
This applies both to Palpitaria’s own marketing and to the strategies we help our clients build.
A recommendation must consider the business’s budget, team, time, maturity, market and ability to implement it.
We do not recommend a tool, channel, technology or trend simply because it is popular.
Palpitaria’s work is to improve the quality of decisions, not increase the number of things a business does.
Palpitaria receives no commission, referral fee, benefit, favour or other advantage from an agency, supplier, professional or partner recommended to a client.
If a business hires a supplier introduced or recommended by Palpitaria during the consultancy, there is no financial participation, exchange of favours or other consideration between the parties.
We recommend people and businesses when we believe they suit the client’s context. The hiring decision remains with the business.
Strategies, documents, data, results, conversations, access credentials and non-public information received during a project are treated as confidential information.
We use this information to carry out the contracted work and respect the limits set by the contract, applicable law and the business’s policies.
Understanding a business in depth requires trust. That trust must not become content without permission.
We collect, access and use only the information necessary for the purposes of the work.
Credentials, personal data and sensitive information must remain in appropriate environments, with access consistent with their purpose.
When a decision requires legal or regulatory interpretation about data, validation belongs to the professional responsible for that area.
Palpitaria uses artificial intelligence when it helps research, organise, analyse, create, connect information or reduce repetitive work.
It does not replace human judgement, responsibility or review.
Human intelligence sets the direction. Artificial intelligence helps us follow it more effectively.
Joining a business does not mean starting from scratch.
Before Palpitaria, there are people, decisions, attempts, mistakes, successes, relationships and accumulated knowledge.
Our role is to understand this context before proposing changes.
Disagreement is part of consultancy. Discrediting those who came before us is not.
Good consultancy should strengthen a business’s ability to think, decide, hire and oversee marketing.
Palpitaria does not create complexity to make its presence indispensable.
We want to be useful while we add value, not necessary because the client lacks autonomy.
We do not accept discrimination, harassment, humiliation or offensive treatment related to gender, race, origin, age, sexual orientation, identity, disability, religion, family structure, economic circumstances or any other personal characteristic.
We also do not use stereotypes as a communication shortcut.
Creativity does not need to put anyone down to attract attention.
We respect authorship, licences, trademarks, usage rights and intellectual property.
Client materials are not reused in other projects beyond the authorised conditions.
Likewise, third-party tools, fonts, images, software, methodologies and other assets must be used within their respective licences and permissions.
Marketing connects with law, finance, health, technology, data protection and many other specialisms.
Palpitaria contributes strategy and communication within its expertise. When a decision requires validation by a legal, accounting, tax, medical, regulatory or other qualified professional, that validation must happen before we treat an interpretation as fact.
Knowing when not to answer is also part of working responsibly.
These principles guide our relationships with clients, interested businesses, suppliers, partners and people working on Palpitaria’s behalf.
Any uncertainty about how these principles apply to a specific situation should be discussed before convenience becomes the deciding factor.
Preview for review. Update date to be set on publication.
