"We're outsiders to the traditional agency business," Baker said, invoking the company's roots as a Boston-based technology company with connections to MIT. "The word 'media' is not in our name. Sometimes it's hard for us to communicate as effectively as those who have done that through [their] career."
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It also doesn't hurt that Montes speaks fluent "agency" from his years as managing director for Havas Digital, North America.
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