Chicago-based agency Blue Ant, in a backdoor effort to show the importance of well written ad copy, has launched adHacks, a site much like stock photography sites yet with stock copy. At the site, those who don't wish to pay the high fees associated with good copy can obtain basic stock copy by navigating through categories. Upon finding relevant copy, users can buy the full text for $199.

Of course the whole thing is a joke to gain publicity for Blue Ant. No fault in that but upon reviewing Blue Ant's own site, some tweaking is in order. Blue Ant commits one of the most egregious agency website crimes. In its portfolio section, which provides links to case studies, half or more of the links are blank. That's not very reassuring to a potential client looking for a solid body of work. Also the agency's positioning statement, "Meet Blue Ant, a new kind or marketing agency. Or ad agency. Or whatever kind of agency you want to call us," doesn't quite adhere to another very important rule in advertising: clear messaging. Perhaps Blue Ant should spend more time properly developing its positioning and building out its portfolio before building spoof sites. Then again, any publicity is almost always good publicity.