"There's such a challenge for ad agencies to be known as digitally savvy and understand what's going on the medium," says Modernista! co-founder/creative director Gary Koepke. "We wanted to prove to people that we understand a way that we can have a transparent, open source and highly successful site."
For instance, by clicking on Modernista.com, one is transported to the agency's Wikipedia entry with the menu still present on the screen. Find out about the company there, then scan the menu and view work including TV spots which will redirect to YouTube or print stills which will send you to Flickr (though can browse any of these sites normally with the menu still present). "We secured accounts on many of the most popular social networking sites and used them just as any individual would—including, and especially, leaving everything open for opinion from the communities," Lenzi says.
Of course, with Wikipedia itself serving as open platform, Modernista's entry faces its own dilemma upon launch. "Wikipedia shut us down," says Koepke. "The only reason they did it though was because people were misusing Wikipedia. It wasn't us because we didn't put that information up. People took my name off and put somebody else's name up and started screwing with the right content so they should've shut us down. But I don't think the fact that we drove people there was the issue; it was misuse of the space."
With the Wikipedia entry still live though "being considered for deletion", Koepke says Modernista! remains unfettered and will continue tweaking and refining its "site." "We're going to get a lot of people to drive to our client sites. We've gotten adapted into the space and the blogosphere and people are taking over what we're doing and running with it. One, we're learning through it and two, we're stretching our creativity."