Kindly worship at the Modernista! shrine And I thought Fast Company loved ad agencies. Take a read of USA Today's profile of Modernista! The McPaper gushes over the Boston shop because it's not like other ad agencies. You see, it's all about ideas. The other agencies, just ads. So, for the first dozen grafs we learn that Modernista! is doing non-ad stuff for clients like the Bill and Melinda Gates Foundation. Alas, 75 percent of its work is still making those pesky ads for brands like Hummer. The article quickly shifts to talking ads—and the agency—in breathless terms. Some favorite lines: "Ad historians may someday point to that moment as the very nanosecond when Cadillac's image popped a cultural wheelie." "All they really wanted was to create ads on their own terms." "Regardless of who wins, the [Rockport] lawsuit is a clear message that few agencies dare to deliver to clients: Don't mess with us." "Modernista's offices are wacko. You take a freight elevator to get in. Employees sit playing chess in the middle of one workroom. An eclectic CD library lines a wall of one floor." And don't even get them started on the agency's Web site. —Posted by Brian Morrissey

August 11, 2008 in Morrissey | Permalink

Comments

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An eclectic CD library? How very retro and cool. Or is it because no one can figure out how to work the ipod docking station.

Posted by: Dan | Aug 11, 2008 3:10:50 PM

Oh please...Modernista hasn't done anything impressive in, well, I can't remember. The best thing about the Hummer ads is the photography. No big ideas there. And wow - a funky office? That's unheard of in the agency world!

Posted by: Writer Guy | Aug 12, 2008 8:32:44 AM

It was a bit much, wasn't it? Frankly I was surprised.

And hey writer guy, want a job? We could use some help apparently.

L

Posted by: lance | Aug 12, 2008 12:12:32 PM

The money-shot newspaper story aside, Lance Jensen is a great guy.

Posted by: Bob | Aug 12, 2008 2:42:10 PM

Lance, don't be too hard on the writer guy, he' probably having a rough week, I heard Gillette killed his Turbo Fusion campaign.

Posted by: dweebrocker | Aug 12, 2008 3:02:54 PM

You know what? Not that anyone cares, but I was unnecessarily harsh. Sorry. Hadn't had my coffee yet, and it was more of a reaction to the article than Modernista. I don't know why so many of us creatives are so eager to rip into each other at the slightest opportunity, but it's a poor trait that smacks of envy and frustration.

And yeah, we had some great Turbo Fusion ideas, dammit!

Posted by: Writer Guy | Aug 13, 2008 11:47:44 AM

You may have been "unnecessarily harsh," Writer Guy, but Lance seems a trifle thin skinned for someone of his stature. The vapid Cadillac campaign notwithstanding, Modernista has done some kick-ass work. Not sure why Lance is so defensive.

Anyway, if anyone should be ripped a new anal cavity, it's the author of the article. They seem overly impressed by funky decor and "eclectic" CD libraries. Makes you wonder whether they understand the business at all.

Posted by: John | Aug 13, 2008 2:35:19 PM

John, you speaketh the truth.

And i like the fact that lance would post here. I'm tired of that "too cool to pretend i read this crap" stuff... i like the fact that he's involved in the discussion and not pretending he's in an ivory tower.

Wow, look at us all being nice on this anonymous board. we're all grownz up.

Posted by: Chris | Aug 13, 2008 4:22:18 PM

Writer Guy takes the gold in the Olympic back-peddling event. jeez dude, if you think Modernista! sucks stick to your guns. Not like you're name is on the board or anything.

And how do we know "lance" is LANCE? I could post under "Dustin Hoffman" and you'd all be telling me I Heart Huckabees was underratted.

Posted by: oatsoda | Aug 13, 2008 7:24:19 PM

Props to Modernista! but man... USA Today covering ad agencies? What's the point. Anyone who cares doesn't read it. I guess it'd be a good thing to have to show the rents though.

Posted by: Rick Webb | Aug 13, 2008 7:51:12 PM

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