New is multidevice shot heard around the internet - McKinney

New is multidevice shot heard around the internet

September 20, 2010

Optimized for mobile touch screen interaction, is an equal opportunity website, offering a seamless interface across a wide range of devices.

One tweet by our own @narrowd served as clarion call for all agencies to transcend the Apple/Adobe battle in favor of all-inclusive experiences for all devices.

Launching today, the new is a website that begs to be seen on an iPad but provides the same full experience on any screen. Created entirely in-house, the site uses multiple progressive open source technologies to provide enhancements for both touch and mouse users. The result is possibly the best full video and touch screen, multiple-device experience of any site on the Web.

Officially debuting today, the site was beta launched by popular demand after a tweet at McKinney Art Director Nick Jones’ @narrowd alerted the industry to the plethora of agency websites in need of “TLC,” mobile style. The tweet, along with visits to, set off a storm of over 65,000 views in 24 hours. The site was posted and 30,000 more joined the conversation well into the morning, indicating the industry is ready for a new kind of agency website. Key Facts

New site’s structure includes touch-enhanced mobile, tablet and computer versions in one

• Traditionally, websites have offered a diminished experience for mobile users, with advertising agency sites being no exception. A sample of the research conducted on hundreds of the industry’s top websites at reveals the same message: users must have a mouse or the latest version of Flash for the full experience. (It’s ironic, considering agency audiences are some of the earliest adopters of touch screen technology.) Lifting the barrier between the agency and the very people it wants to engage, tailors the whole experience to all modern devices and browsers.

• Touch interactions like swipe and drag, typically restricted to apps, enhance the site’s user interface.

• Recent work, agency news, McKinney clients and its people welcome visitors. With a touch, click or a swipe, users can explore leadership pages, past McKinney work and other “beyond the reel” content.

• Every piece of content is easily shared to Facebook and Twitter.

• The home page also includes the Internal Battle, a conversation starter/polling station that invites users to weigh in on the topics McKinney is debating from technology (iPhone vs. Android) to social media (Twitter vs. Facebook) and from cultural trends (@KayneWest vs. @LadyGaga) to sports team preferences (Duke vs. UNC). A Twitter feed will accompany the Battle so visitors can see parallel, live chatter on the chosen topic.

Technology behind the site

• works to showcase some of the latest functionality offered by HTML5, CSS3 and JavaScript.

• It uses CSS3’s hardware accelerated features on supported devices.

• A custom CMS was developed using Rails 3 to provide a high degree of agility with the content.

The process

Supporting Quotes

Brad Brinegar, chairman and CEO, McKinney

“With every opportunity, McKinney works to create belief and emotional connections between people and brands. The new is a powerful expression of our agency, our clients and our people. It defies the status quo of agency websites that operate more as gated communities with little consideration for the user. Our site says, “Come on in and, literally, touch the merchandise.”

Jim Russell, EVP, director of digital strategy, McKinney

“Too many websites are a dead end for the mobile user. When it was time to design our new site, we thought building a Flash-based experience seemed backward. offers the same robust experience no matter what device you’re using. It’s like having the very best expression of McKinney in your pocket.”

“As the industry and the world continue to move toward touch screen technology, we wanted to be one of the first to explore these new technologies. Both nimble and portable, the site mirrors exactly how the agency is evolving: instead of a big team using a linear approach, the site was designed with a handful of people in a very fluid way.”