104. Wieden & Kennedy Website.

As some of you know, Wieden and Kennedy has taken a beating lately on their lack (perceived) of interactive ability/integration. Read this article about their long time client Nike and you'll begin to understand how the agency's 'new media' reputation is affecting their business. I think it's silly really - an agency like W&K hires smart, creative people that regardless of the medium, will produce ground-breaking work. I think they have led the industry in interactive applications of creativity too, but somehow they are not getting credit for it - at least from CMO's and the like. Eventually, they'll be fine, but I recently noticed that they changed their website from their long-time, understated, uber-negative space, black and white, spartan website in favor of a new, flashy, time-line oriented, modern, whiz-bang interactive experience of their work. I bet they did this to counter the heat they've been taking lately – and it will probably help; but I wonder if it will have the longevity of their previous version? Ånd I wonder if internally, they feel like this reflects their culture or if it was just a big middle finger to all the critics? (FYI: their London branch's blog is a great peak into what I consider one of the best pound-for-pound agencies around.)