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Practice what you preach

Media agencies today are operating in a highly volatile and changing world. In an attempt to deliver profit back to the business in the shortterm, we have discounted prices and diversified services. These are classic brand building mistakes. Now, unprecedented levels of competition from within and outside the sector call for a change in strategy, one that starts close to home. In this paper, I will show that if we heed our own advice and start applying the same big brand thinking we recommend for clients to our own business, media agencies can increase their value and build a more longterm, profitable future.

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