Five years with Wizards of the Coast

March 6, 2025

MJ Widomska and Ella Hagi

February 2025 marks the fifth anniversary of our partnership with Wizards of the Coast.

It’s quite the milestone for an agency, especially in an industry where work is often project-based and short-term. Is there a magic formula to this? Honestly, not really. You have to deliver – consistently! – and there needs to be an alignment of values for the relationship to even stand a chance. An agency-client partnership is no different to any other relationship, so for it to stand the test of time, it needs a strong foundation of mutual trust and respect.

We had a chat to reflect on the past five years, and here are the things that helped us build this partnership:

Good communication. You’re there to take work off the client’s plate. Make sure you’re clear on boundaries and expectations. Don’t overwhelm the client with information just because you like being thorough – but keep in mind that nothing should ever come as a surprise.

Flexibility. We’ve been able to grow, adapt and change alongside the Wizards team. If a gap in their team needs filling in, we step in to fill it. If the direction of the campaign changes, we adapt. Things are always evolving, and this flexibility ensures they can rely on us to keep up and support them in all the right ways.

Collaboration. Our work together is a partnership, a two-way street between our teams. We have a shared goal and work arm-in-arm to achieve it. We can be candid, discuss ideas openly, and face challenges together.

Proximity to the audience. Data can tell us a lot about an audience, but ultimately, it needs to be translated into something meaningful to make a connection. We’re a team of people who live and breathe both Magic: The Gathering and Dungeons & Dragons. Our genuine love for the product and the community is what drives us to create the best work possible.

Being nice. You can deliver consistent, great results, but if you’re not that nice to work with… well, people probably won’t want to work with you. We're all people, trying to do good things, with a shared goal in mind. That's all you need to remember to get through any rough patches!

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In any new relationship, there’s pressure to impress, and as the service provider, it is ultimately on us to deliver. You can be nice and understand their audience, but if that doesn’t translate into results, you’re out of luck. Doing impactful work is crucial – but it’s the above that helped us take it from a successful project to a successful, long-lasting partnership.

Thank you so much to everyone at Wizards of the Coast. You're all fantastic to work with, and we couldn't imagine a better team to spend five years with!

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