Fallon wants to get its mojo back as an innovative shop steeped in the latest and greatest interactive. After all, it's been eight years since BMW Films debuted. The Minneapolis agency was inspired by Modernista!'s fresh take on the agency Web site when it decided to recast its own site, according to Chris Wiggins, creative director at Fallon. "There was something there," he said. "I thought there were a lot of ways that it could be improved." The Fallon twist: It created a "lifestreaming" tool it calls Skimmer to aggregate Twitter, Facebook, Flickr and other social tools. It's an Adobe AIR desktop application that visitors can download and try out. (The site's actually been up and down all morning, making it hard to download. Goes to show how the digital stuff is tough to execute.) Fallon's 175 employees are using Skimmer and showing the world their innermost thoughts, photos, videos and pokes in this new "We are Fallon" section. Give it a whirl, and see if Fallon has raised the bar for rethinking the agency site.

—Posted by Brian Morrissey