"How well an agency can articulate its organizational culture is a source of competitive advantage. How well the agency is positioned vis–à–vis its competitive set –– with a clear communication of its value proposition –– is essential when wooing prospective clients. An agency's true points of differentiation are often grounded in its vision, service standards, creativity and other behaviors that are reinforced either formally or informally within the shop itself."
(Lorraine Rojek, 25 February 2009,Adweek)
