Wednesday, July 1, 2009

Crispin Porter + Bogusky Showcases Beta Social Homepage

And there you have it... A new homepage for agency Crispin Porter + Bogusky, creators of Burger King's famed grinning King campaign and Microsoft's "I'm a PC", among others.

The concept is certinaly not new - Modernista has been doing it for over a year, and countless other websites now incorporate social elements into their homepages. Mr. Bogusky puts it well when he says, "It's our hope that this becomes more than a gallery of work and its more about a gallery of what our work is actually accomplishing out there in the real world."

I feel Crispin's approach, however, is a little narcisistic. The new homepage is filled with news and information being shared about CP+B. This may have been interesting a year ago, but in today's world of relevant and timely data I'm failing to see the innovation.

Shouldn't the feeds on the homepage be about CP+B's clients? Doing great work on behalf of clients is paramount to any agency, but leveraging that agency's own presence as a "living portfolio" of social data about client campaigns should be mandatory. CP+B allows you to click tabs along the top of the site to look at various active campaigns, but the focus is clearly on the agency itself.

The second focus of an agency social site should be its own employees. Where is the list of employees who are active on Twitter complete with a feed? How can I - as a prospective customer - get a more intimate look inside the doors of an agency?

I don't want to sound overly critical - building social media components into an agency website is a step in the right direction, but the conversation and engagement elements are overshadowed by messaging about how much press CP+B gets.

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