New JWT site keeps going and going and …

JWT is out with a new-ish agency Web site. Here’s the twist: It doesn’t end. The WPP Group shop is pulling in feeds of content ranging from staff bios to creative work to staff Twitter updates. The content is shown as a jumble of modules that keep appearing and appearing as you scroll down. The effect is a little disorienting, although the site does have filters to help you sort through the noise. It definitely tells visitors of the scale of a network like JWT, although it could be argued that it suffers from the same usability flaw as agency sites in the Flashturbation era. It isn’t an entirely new idea, either, as Poke London won plenty of awards for its “Unlimited” site for Orange a few years back.