Since then, the people has never stopped to research on the advertising agency system.

从此，人们对广告代理制的研究就从未停歇。

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This advertising agency needed a coordinated, versatile system that would help the company define and position itself, while also conveying a distinct personality and tone of voice.

此广告代理需要一个协调的，多功能的系统，这将有助于该公司定义和定位，同时也传达了一个鲜明的个性和语音语调。

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There must be something wrong with the way we are training people in advertising, or the system itself, especially the pressure that agency creatives are faced with in terms of the need to win awards.

我们广告界在训练人员方面一定有问题，或者就是制度本身有问题，特别是机构创意人员面临着赢奖的压力。

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One easily-translatable message - "I'm lovin' it" (which was dreamt up by the firm's German advertising agency) - would unite the entire McDonald's "system" and show the world it meant business.

BBC: AD BREAKDOWN