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March 12, 2007

Did an "integrated agency" just launch without a Web site?

I read with interest and enthusiasm the numerous accounts of Chuck McBride's new SF venture, Cutwater. The Wall Street Journal reported that the shop was created to:Chuckmcbride_1

"...pioneer new ways and new forms of bringing big brand ideas to life. CUTWATER is a full-service agency, offering a creative department built around the philosophy that all disciplines -- design, interactive, and advertising -- must collaborate in order to develop a deeper, single-brand story. This triple-play, one-entity approach is the most natural way to ensure that team stakeholders share ownership of one idea. The result: produce complete, cohesive, iconic brand stories that expand across what the agency refers to as the "asymmetrical" media environment."

(Side note: It continues to irk me that this seems like a new idea to giant ad conglomos and the coastal press when many independent, mid-sized shops have operated this way for years now, but I digress.) 

First, I'm really cheering for McBride. I've admired his work for a long time. "Aaron Burr" remains one of my favorite spots of all time. And, new idea or not, I believe that genuine collaboration between all disciplines is the only way to go. So, I'm glad to see such a huge creative star embrace the approach.

That said, at the time of this writing, I can't find this new integrated agency's Web site anywhere. And it makes me want to tear my voluminous hair out. Yes, this is a frequent and old complaint of mine. But I just believe that if you're going to talk to the talk, you gotta walk the walk. Starting with your own agency brand. Even if the site exists (and I hope to be proven wrong), the only site referenced in the release is Mama Omnicom's corporate nightmare. If you're going to hang your hat on integration, shouldn't you hold the release until the site (even a made in 15 minutes placeholder) is ready? And if the site is up and running, wouldn't you want that integrated into your big release?

Credit where it is due: The McBride illustration was done for Creativity by I Love Dust.

Posted by John on March 12, 2007 at 08:00 AM | Permalink
Categories: Advertising , Brave New Marketing , Current Affairs , News of the Ad World

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Comments

I think it's http://www.cutwatersf.com/

But there's nothing there yet, and I only found it with guessing.

B

Posted by:Brandon | March 12, 2007 at 08:47 AM

Yep. There's that placeholder I was talking about. Listen, I sure understand how difficult it is to get the Web site done while you're working on client stuff. It's really just the principle of the thing. If you're going to say you're integrated act integrated from the very start.

Posted by:American Copywriter | March 12, 2007 at 09:17 AM

Completely agree. But you know, if you have to SAY you're integrated, is likely that you aren't really.

Posted by:Brandon | March 12, 2007 at 09:22 AM

Is it me or does Chuck look like Gordon Ramsey?

http://www.gordonramsay.com/corporate/theman/biography/index.html?slideshow=true

Posted by:tom lout | March 12, 2007 at 03:49 PM

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