There are plenty of opinions on the new Crispin Porter + Bogusky site. Not shocking really for an agency that prides itself on creating work that gets talked about. Now we can more easily see just how much it's getting talked about and by whom.
The opinions vary, of course. People who have been using social media tools and platforms for a while think it's "soooooo 6 months ago" or maybe even longer. Others like to say they got there first, or some other agency did. This isn't new. It's an old game. When Skittles created their new site, people said they copied Modernista! When Modernista! changed their site, people said they copied Zeus Jones. And so on, and so forth.
While all of that is true, it doesn't matter really.
What matters is that Crispin has now done it. Arguably the world's top creative agency, and one of significant size, has turned their site into a dashboard of what people say about them—and if you follow what people say about them, you'll know it's not nearly all kind words. The good, the bad and the ugly, all right there for the world to read. Why this matters further is that now, other big companies and agencies will consider it. Some will even tell their agencies they want it.
If everyone really wants to create the kind of change that we all keep talking about, we need big, well-known companies and agencies to start doing things like this. If it's only the small shops, consultants and the like, we'll never get there. Most big companies and agencies need to see other big companies and agencies doing new things before they are willing to give it a try. It's another game that never changes—a handful of companies lead the way for the rest of the world to follow.
No matter what you think of it, just be glad they did it. It's one step toward making a lot of what several of us have been pushing for a whole lot easer.
