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Copyranter on bad ad agency website copy

Copyranter on bad ad agency website copy
Written by publishing team

Mark Duffy He has written the Copyranter blog for 12 years and is a freelance text writer with over 25 years of experience. A hockey wrist volley is better than your volley.

Every ad agency website showcases creative work. The smarter stores don’t do much more than that because, really, what sets one agency apart from another? Work – the main reason to hire an advertising agency. Everything else is chatter.

Unfortunately, many agencies don’t know when to shut up. Because of their insecurities (or because of MBA’s involvement in marketing), they feel they need to try to explain what they’re doing and it’s very different from other ad agencies.

After spending a day working in a quagmire of bullshit, I’ve put together some of the worst known ad agency web pages.


This, like, so rad.

Owned by the general public, the New York City-based group SapientNitro and Razorfish features the agency’s most “big time” location. Whoever wrote these things deserves the Man Booker Prize for Fiction.

The non-blinking indicator is the “thing”. Read these words out loud: “Quickly re-imagine and realize…” (This is a kind of stressful alliteration) “A future of mutual value creation.” It’s like English “reimagined” through some secret B-school dialects. And this language of empty words goes on and on. As Shakespeare wrote: “I think you defend too much.” (Note: Why didn’t he change his name to Nitro Razor? “Nitro Razor! The hottest shop on the planet!”)


First! Just because she claims to be the first doesn’t make her so. Gyro’s weird and quirky global store slogan is “What A Time To Be Alive.” And the CEO – CCO has such a clear vision (right). All the agencies I’ve worked with strive to create ideas that are clearly relevant.

These are big disconnects between the headlines and the visuals, but don’t bother with that. What exactly does the gyroscope say? That they had hacked their designers’ brains, replacing the right hemispheres with a process simulator for program managers? If you want to read about their “UNO” culture, here you go. Spoiler: It basically says nothing.

Moh Tai Zik Hof Ver

The San Francisco-based agency (scroll down) says it’s in the “industry formerly known as advertising,” so it’s switched from advertising to creating “quality brand.” An old cliché that is still true, that there are no rules. But MH has a completely harmonious set, as you can read. Numbers 2, 3 and 6 are especially cliched. The strict brand rule should be: Never work with an agency that talks to you.

Laundry service

This Brooklyn-based laundry service—#9 in Ad Age’s 2017 “A-list”—is the place for thoughtfully folded outdoor scent ideas (My Words ©). It may not be the smartest agency name these days with ad commissions constantly appearing in the news. Going forward, this paradigm-changing quote about Internet success is from its founder, who also delivers this disruptive hominger About “quality”.

They are storytellers! This “story” version is trying really It’s hard to make sense. And while the old, true cliched ads are no formula for great ads, they clearly have a rotating cycle that runs all the brands through. Well this adds up. …

Or, depending on the fuzzy emoji, maybe it’s not cute.

Who has a site that is not stupid? Not surprisingly, the top creative agencies are: Droga5, Mother, and BBH. This is just another reminder to you that most ad agencies are always terrible at advertising themselves.

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