Since mass media is inappropriate for them and business magazines cannot show their television commercials, most full service advertising agencies now use websites to impress prospects and clients with their size, resources, client lists and especially their creativity. Creativity is almost an industry obsession.
The relatively new ability to show video well on the Internet has made websites a tempting medium for projecting all types of agency creativity. The websites lack the audience targeting features that most advertisers now seek, but they make up for it in message flexibility and sometimes in low costs.
Potential clients are naturally drawn to the websites of prospective agencies because this is where agencies have freedom to show their creativity without any client restrictions. What they sometimes overlook is that the site might have been created outside the agency by an expensive website specialist firm.
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