I posted on the new Modernista! site recently and I recently found another agency who have also engineered their homepage around existing web 2.0 sites.
This agency is based in the US and is called Zeus Jones.
According to their slide show they believe that “actions speak loader than words” and marketing needs to be used to do things for people not to say things to them, enabling “marketing as a service“.
Additionally they maintain that media fragmentation and digital technology enables marketers to easily deliver on this “service -like” approach.
Another slide show also on Slideshare.net is from a conference they presented at where they discuss Marketing in a Web 2.0 World, and explain their marketing philosophy and the thinking behind their home page.
“We believe that interesting brands like interesting people need to be multidimensional”
Their name Zeus Jones is a “mash up that is meant to be a mash up” – classic and modern, powerful and practical, classic and modern etc.
It also sounds like a person and they have created a multi-dimensional persona for their brand all over the web utilising Web2.0 sites.
Their homepage links to their:
This is a much more considered approach than the approach taken by Modernista!.
It uses existing sites to help carve out their digital identity. They have participated and contributed to existing communities, differentiating themselves as an organisation, providing themselves with a well-rounded identity and digital footprint, and enabled conversations with members of various online communities.
Furthermore, the rationale for their approach is clearly defined and also legitimised by their brand positioning and philosophies on digital marketing.