INTERACTIVE: NEW MEDIA CLINIC - A slap on the back for the Saatchis site that is not about Saatchis

A while back now, I had a bit of a pop at those ad agencies that preached one thing - namely, that Websites should extend brands laterally rather than be little more than electronic brochures - and did another, that is, produced a Website for themselves that was little more than an electronic brochure.

A while back now, I had a bit of a pop at those ad agencies that

preached one thing - namely, that Websites should extend brands

laterally rather than be little more than electronic brochures - and did

another, that is, produced a Website for themselves that was little more

than an electronic brochure.



Now that an agency has actually taken the former, rather more

intelligent approach, I feel duty bound to shout its praises from the

top of the hills.



Well, from the middle of Campaign Interactive, anyway.



So it is that I come to praise Saatchi & Saatchi. As you may have read

in last week’s Campaign, the agency’s new site (which you can find at

www.saatchi-saatchi. com) is not about the agency itself. It is designed

to promote a competition Saatchis has just launched to find the most

innovative communications idea of the year. The competition and the

Website are not only complementary, they are strategically very clever

in that they are positioning Saatchis as a champion of creative

thinking.



Of course, that positioning would be blown out of the water straight

away if the Website itself were not highly creative. Which makes it not

only a clever move, but also a brave one.



Fortunately, the technology behind the site is cutting edge and the

design is up to the standard you would expect from a top ad agency.

Crucially, however, it is not so cutting edge as to be exclusive.



They tell me it’s aimed at everyone - including my mum - which, to be

honest, is a little ambitious. But true to its word, Saatchis and the

production company it worked with, AMX Digital, have produced a second,

less sophisticated version of the site which can be used to the full

with the basic browser software and no plug-ins. Too many Web designers

get so hung up on being state-of-the-art, they forget that most people

out there don’t have the kit to appreciate their great achievements.

Saatchis deserves another slap on the back for understanding this.



The gauntlet has now been thrown down. Will any other agency dare to

pick it up?



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