Opinion Rethinking agency websites

By Chris Staples

Before we redesigned our website, we spent a lot of time looking at other sites from around the world.

You know what? For so-called communications experts, a lot of agencies don’t seem to communicate too well themselves.

Most of them show very little of their work. Very few have case studies, or staff bios, or anything in depth about their philosophies— like how they approach strategy, or how they evaluate ideas.   

I was talking to the head of one agency about the lack of a client list on his shop’s site. His reasoning? “The last thing I want is for my competitors to start calling my clients and stealing my business.”

We weren’t afraid to be different

Our goal was to create the equivalent of an “open source” website: One that would put all of our “secrets” into the public domain, where they could be discussed and debated. One that would feature not just a smattering of work, but an archive of virtually every major piece we’ve created for every client over the past 10 years. One that would serve as a valuable resource for students and people new to the industry.

We haven’t started from scratch, of course. Some of the most popular features from our old site have been retained and spruced up. Like our “true or false” quiz to help clients choose an agency that shares their philosophy. And our Review section, where people can send us a bouquet or throw us a brick.

New features demystify advertising

Take our new series of How-To videos. These videos were created by Rethinkers almost entirely in-house, using our new editing suite and sound booth (located in an old safe from the building’s original tenants). They’re intended to give you a simple overview of the way we solve problems— from strategy, to concept development, to presentation.  

Our first video, on evaluating ideas, will be followed by a new video each week starting October 6th. These videos will soon be available as free podcasts on iTunes.

Results, results, results

We’ve also added a section with detailed case studies on recent Rethink projects for a wide range of clients. These cases prove that fresh, surprising ideas are the best way to generate results.

This column is another new feature. It will rotate between several Rethinkers, with a new column every Tuesday, starting November 3. We invite your comments, both good and bad, as well as any suggestions for future columns. After all, the Internet is like a conversation. Talking is fine. But listening is just as important.

Posted September 14, 2009 by Chris Staples, a partner and co-creative director with Rethink, based in Vancouver.

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