Ad agency websites
November 8th, 2007
Form follows function? Not likely if you are an ad agency.
Ad agencies really have got a big problem with understanding the new technology of the web. For them it is still a question of pushing creative image and design through the new medium of the web. Ad agencies have failed to understand the vast difference between push and pull marketing.It is wholly inappropriate to try and deliver old marketing messages through the new medium of the web.
Why, oh why is that then? Before I even get to disability and partially sighted access websites, let’s just think about what a website is for…It could be brand reinforcement, lead generation, e-commerce or plain old info sites. It’s not just to “show off” one’s own creative talents. I have yet to find an Ad agency with a decent website that conveys an appropriate corporate image. OK, they may want to be a creative looking company but as a corporate customer, I’m looking for a corporate partner that understands ROI and business strategy, not fancy designs from the kid just out of college.
So the ad agencies continue to put up their creative looking websites. There is a famous Leeds based agency that has broken all the rules of convention, accessibility and usability. Their site is all in Flash so that means a high percentage of corporate clients will not see it. Why? Because many companies will not install flash on their servers. Flash is for streaming voice and video, not for watching a half rate presentation that deserves the “Skip Intro” treatment. Just how many times have you Skipped Intro? Many ad agencies will get their whole site skipped by website visitors.
As a company’s brand depends on what customers feel, see and think about you, do the ad agencies just want to be regarded as creative only? It must be…they are not projecting anything else, not even website functionality.
C’mon ad agencies, get to grips with what it’s all about! …try and present some other sides to your precious image. Mono images are dull.