Integrated Agency of the Year: iDeutsch

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A few months before the April launch of an ambitious new calling plan, MCI director of marketing communications Melissa Parisi phoned Deutsch svp, director of business development Michael Duda about an interactive and direct marketing assignment. The year before, the New York shop had pitched the telecom’s residential long-distance account. Though the late-2000 review was aborted, the memory of Deutsch’s integrated presentation stuck. “What was most impressive was the agency’s ability to create an integrated effort that included advertising, direct marketing and interactive,” recalls Parisi.

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