Well, it was only inevitable. A few days ago, we reiterated the gospel of “Agency Wank,” a Tumblr site that called out agencies for their web-related wankery. One of those in the crosshairs was San Francisco-based Mortar, which was called out for this specific piece of copy below:

Well, Mortar did indeed respond in kind, issuing this statement verbatim:

“Man. This medicine of ours is kinda bitter. Has an 80-proof kick, though. So, remember all those posts where we said, “have a sense of humor about yourself?” Yeah, that was great and all until we encountered AgencyWank Tumblr, “a collection of the wankiest slogans and text on ad/marketing agency websites,” and found ourselves on there not once but twice! Hoist on our own petard! Curses! But then we noticed six times the normal visits to our site, plus reblogs spreading the Mortar virus gospel throughout the land, and we remember, it could be worse.”

Not sure if the other agency wankers have followed suit, but we’ll let you know if and when.