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[CORRECTION] SapientNitro not redesigning Wikipedia

Group_SapientNitro[UPDATE:] If this were a Wikipedia entry, it would have been edited away already.

So two days after the story about SapientNitro ran, I just now heard from the publicist that the interactive agency mistakenly said it was redesigning Wikipedia. Rather, they meant to say they were working on a site called Sneakerpedia for Foot Locker.

That's right. Sneakerpedia. Not Wikipedia. To show how small Sneakerpedia is, there isn't even an entry for Sneakerpedia in Wikipedia. It's still in beta.

The gaffe was apparently due to a careless error from SapientNitro's Worldwide Creative Officer Gaston Legorburu in an e-mail to his publicist, typing Wikipedia when he was thinking about Sneakerpedia, the public relations representative told me.

I already discussed Sneakerpedia with Legorburu when I interviewed him at this office last year. It's a reference site for sneaker collectors. But before the story about the firm ran this week, I followed up to ask if there were any new projects I could talk about since our interview.

I was told in an e-mail that I could talk about how the firm is now working on a new site for Wikipedia.

I immediately called the publicist wanting more details -- what did she mean new site? They're redesigning Wikipedia?! Yes, and I could mention it, but it's pretty much all the info they could tell me for now.

So I mentioned it in the profile on the firm that published Monday, and also in this blog post. I'm told Wikipedia got wind of it and contacted the firm. And the false news spread to other sites.

All which started from one guy typing the wrong word in an e-mail.

Considering how many huge accounts SapientNitro has: Coca-Cola, Healthy Choice, Citi, Mars, Target, Sprint --the list goes on and on -- it seemed quite plausible.

The juicy tidbit came at the story's deadline and was quickly inserted, but in hindsight of course I should have called Wikipedia to confirm such a thing.

-- Original entry below. Let the strikeout codes begin! --

Wikipedia.org is getting a makeover.

The interactive advertising and tech consulting agency SapientNitro has been hired to redesign the largest general reference site on the Internet [create a site for sneaker fans], according to SapientNitro Worldwide Creative Officer Gaston Legorburu, who is based out of Miami Beach.

But what exactly is being changed and when it will be released is still under wraps for now.

The firm recently designed the website for the New World Symphony orchestral academy.

SapientNitro has headquarters in Boston, but the creative core works out of Miami Beach. You can read more about the firm's work and Miami history in my story in today's Business Monday: A culture of creativity

[Photo of SapientNitro staff in Miami Beach by Arkasha Stevenson / Miami Herald Staff]


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This is incorrect! It's "Sneakerpedia", not "Wikipedia"!

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