The Goldman Sachs "What Matters" sitelet is the interactive component of an offline awareness campaign, created in concert with Ogilvy & Mather, designed to extend the themes of the offline campaign on to the web. The offline advertisements - which launched in October, 2001 - feature one of three unique URL's. Depending on which ad they had seen, the user would be taken to a similarly-themed introductory page on the Goldman Sachs customer-facing website. Top-level information about the Goldman Sachs value proposition and their range of products and services was conveyed through the three themes: Lead, Innovate and Grow. Case studies, streaming video testimonials, and relevant quotes from both clients and principals sought to inform and to deepen relationships between the people of Goldman Sachs and their clients/prospects.