In the never-ending battle for the most pretentious startup website, a new contender has emerged. West, an advertising agency founded by former Apple executive Allison Johnson in 2011 with backing from Jack Dorsey and Ray Chambers, has taken the top spot. The website’s design is a masterclass in obscurity, offering no information about the company’s team or services. Instead, visitors are treated to a rotating set of images overlaid with the word "west" displayed in different languages, including Braille and binary.
A New Model for Advertising Agencies?
Just before the agency launched, Kara Swisher was told by a source that West would have a new model, one that "does not conform to a typical agency." This description certainly comes across in the website’s design. While some companies may not want a traditional advertising agency, it’s likely that most people would appreciate knowing what services are offered upfront.
A Comparison with Industry Leaders
To put West‘s approach into perspective, we looked at the websites of the top three ad agencies on Ad Age’s list of the best in 2014. Guess what? All of them prominently feature links to the company’s work, team, culture, and more:
- Wieden+Kennedy: www.wk.la
- BBDO: www.bbdocommunications.com
- Ogilvy & Mather: www.ogilvy.com
These agencies understand the importance of transparency and providing potential clients with a clear understanding of what they offer.
The Importance of Who You Know
In the insular world of Silicon Valley startups, who you know is often more important than how you present yourself. Chances are, those employing West‘s services were pitched on the credentials of their founder or the backing of notable investors like Jack Dorsey. When you’ve got names like that, who cares what your site looks like?
A Scenario for a Startup Exec
Imagine a startup executive getting an email from her assistant recommending agencies to run the company’s first big campaign. She scrolls through her iPhone and taps on West, opening a new tab in Safari. After giving the site 30 seconds to load, she still only sees a random photo and one word of text. She refreshes the page, only to see a different photo and some random percentage signs. Flustered, she pecks out a quick email to her assistant, chastising him for not doing his research.
Behind-the-Scenes: A Bumpy Start
A source has told TechCrunch that West‘s founders have remained quiet about the agency’s bumpy first couple of years. Despite their big names and work with well-funded startups (including Path), the agency has lost some of its top talent.
Still, rumors are circulating that the agency is experiencing growth in its SF-based office and has just opened a location in New York.
Conclusion
In conclusion, while West‘s website may be innovative, it’s not exactly what one would call informative. As we continue to navigate the ever-changing landscape of advertising agencies, let’s hope that transparency and clarity become the new norm.
