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White Paper

Piecing together agency success

13 December 2010
Piecing together agency success

For agencies, the pressure is on. Discussions on "the agency model" and remuneration both dominate and frustrate in equal measure. Clients won't accept mediocre and they want every penny to count. But how do agencies prove they are doing everything in their power to keep their clients happy and deliver for them? When so much of the coverage that hits the trade press is about the commoditisation of what they do, how do they differentiate their offering?

Winning awards is one way of doing it, but if agencies just focus on work that will score well with a jury, they set themselves up for criticism.

To be deemed as a successful agency, this work has to be backed up with all the tools and processes, the people and the ideas that can deliver results time and again.

Putting together this supplement has been an interesting exercise in trying to work out why MediaCom has been named Agency of the Year at the M&M Awards for two years running, as well as Agency Network of the Year at the Festival of Media Awards 2010.

To view the Q4 supplement, including interviews, analysis and case studies, click here.


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