Diary: Counter-revolutionaries take up virtual arms againstProfero's ask microsite

Although clever ideas and innovative creative are obviously a good thing for the industry, it seems to us that agencies sometimes need reminding who is most important - the consumer.

And in the age of the web forum, it can be crucial to an agency's survival to monitor the comments and heed the warnings that are being laid out for all to see.

For instance, Fallon. One angry man-on-the-street has posted a comment on a website about the agency's recent ask.com campaign, which simply says: "Sack your advertising company now!"

The reason for this man's ire is the Orwellian ads for ask.com, which drive viewers to a Profero-created website, www.information-revolution.org. It's designed to look like you are taking part in some form of Fight Club-esque revolution.

However, many users have been understandably angry when entering a website that actually contains some very unsubtle branding for an internet search engine.

This marketing ploy has gone down like a lead balloon, and the site's forum is filled with a plethora of anti-ask and anti- Profero comments.

One person writes: "What a train wreck of a campaign. The first rule of online marcoms is to not hide what you are selling - people will find out and you will look even more stupid."

"Shame on ask for trying to tell us that this is an independent revolution. Google would never do something this evil," another forum guest quips.

One user, sucked in by the free T-shirts offer, had an immediate change of heart upon discovering the hidden commercial agenda: "Had I known what a con this website is, I wouldn't even have accepted them for free. I was hoping they wouldn't arrive, but today they did. I refuse to take them to a charity shop for some poor un-informed buyer to purchase, so at best they will be cut up and used to clean my windows."

Perhaps Fallon and Profero should take heed of this strategic mistake, before ask.com starts taking advice from the website.