New Business: Credentials, Please

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If agency credentials kits are the appetizer before a meal, too often they fail to hint at the quality of the servings to come. “Agencies are very bad at presenting themselves in a good light,” says Linda Fidelman, a principal with ADvice & ADvisors in New York.

Fidelman suspects that new-business execs or account people frequently develop the kits, which accounts for their poor writing and lack of graphic sophistication.

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