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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

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