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crispin Porter + Bogusky,

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crispin Porter + Bogusky, Miami

One way to measure how important interactive is to an agency is to look at its organizational chart. In the case of Crispin, if its talked-about work isn't enough proof, its organizational chart provides more.

Jeff Benjamin, the Miami agency's interactive creative director, reports to partner and chief creative officer Alex Bogusky, with interactive often leading the agency's efforts on behalf of clients such as Burger King. "It's completely integrated here," says Benjamin.

The shop's broader portfolio of work, from beer labels to BK crowns, also proves the media-agnostic point. "Radio is important to us," Benjamin explains. "Putting ads on top of gas pumps is important to us."

If Crispin is best known for 2004's subservientchicken.com, it has expanded its reputation to other clients for creating cheeky sites that only tangentially play off brand attributes. For Method, the San Francisco-based maker of home cleaning supplies, the agency developed www.comeclean.com, a site where people can make confessions (and even send them to Mom). Though some clients pay more attention to ROI, for Method, which has a tiny advertising budget compared to companies such as Procter & Gamble, creating buzz was paramount. "The pitfall is always wanting to go to an Excel spreadsheet to figure out, 'What was the payout?'" says Ritch Viola, Method's vp, marketing.

For The Gap, Crispin launched watchmechange.com in July 2005, which allowed visitors to create avatars of themselves changing clothes striptease-style using Gap products.

Sometimes Crispin's interactive work gets too cheeky—literally. Pinkpantypoker.com, a strip poker site featuring Victoria's Secret models, which launched over the summer, was pulled soon after its debut. The client called the site "a test." For fans of Crispin's work, the site was probably a test they would have liked to keep on taking.