Interesting Article from F&B

Just back from a month of weddings and a trip to southern india (more of which i'll talk about in a later post) and i was thinking about the great Swedish agency F&B who've been making consistently good creative digital work for some time with brands such as Volvo and IKEA ( where the quality of work and production predates AKQA'a Halo by quite a distance...IMHO)

Anyway whilst i was toying with the idea of putting some links up to there creative here (mainly for my own benefit) - i found this article on their site

Instead of ploughing away with flash video type microsites - much to my surprise and increasing my admiration for them - they are focusing on homepages/ INTERFACES

"The talk at the agency has centered a lot on home pages in the last year. Why are they so often the weakest link in communication when they should be the ultimate expression of the brand? And isn’t that the biggest creative challenge right now - to try to make smarter, better and people-friendlier home pages?"

Funnily enough - I've been tackling this problem with a client for the past few days - perhaps that's why i found what they had to say quite interesting?