DON’T JUST SAY – DO

That relationship continued until last year, when Deutsche Telekom approached the agency – and Mito was forced to make a choice. “Our philosophy is always, if you have an agency with a split personality like ours – half developer, half communicator – one of the upsides is that you can influence what the product is, then be involved in its communication. Deutsche Telekom shares our way of thinking: that a brand is equally shaped by what does as what it says.”

Another example is the agency’s recent work for OTP – Hungary’s biggest bank – which supports the country’s Olympic athletes. It was based on the insight that Olympic champions are born long before the competition begins, when they wake at dawn every morning to train. Mito developed an alarm clock application, which enabled fans to encourage the athletes – via messages delivered by Hungary’s top sports reporter.

Which brings us to The Great Update. The underpinning idea is that people are always nervous about what will happen to their computer when they update their operating system. So the agency challenged the editorial team of country’s