Our goal was to disrupt the traditional advertising agency website model by upsetting the well-entrenched conventions we found, such as talking about big thinking instead of showing it. To do this, and to interest and excite the broad group of targets, such as new business prospects, consultants, the press, job seekers, employees, and the larger advertising and marketing community, we created an editorial model to encourage lively debate and showcase the latest disruptive ideas from in and around our network. Early results over a three-month period show a sustained 20% increase in the total number of visitors per month.