Back to the Drawing Board: OA&R Takes Risks With Site Overhaul

In the mad rush to have a presence online, many companies miss the virtual boat, attracting either few visitors or the unintended types of visitors to their site. International communications firm Ogilvy Adams & Rinehart learned about a year after launching its site that one of the best ways to attract users (read: future clients) is to give them the low-down on what it has done for each of its clients. New York-based OA&R, which specializes in medical, public affairs and information technologies services, has created Web sites for the Regional Airline Association, the Federal Emergency Management Agency (FEMA) and the Glass Packaging Institute. Yet despite its worthy track record in cyberspace, it closed down its Web site (then, http://www.oar.org) in February and decided to start anew.