I have an idea has an interview with Chuck Porter, Chairman of Crispin Porter + Bogusky. He talks about the “Truth” campaign against smoke launched in 1997, which proved to be one of the most effective social marketing campaigns ever. Furthermore Chuck tells about his experience as freelance and shares his opinion on focus groups:
I think focus groups are good for certain things. I think they can help you in coming to a potent strategy. I think they can help with that. I think that focus groups can be good for product research, to see if they like something to eat or the way a car looks or whatever. I think focus groups can be useful for that. I think focus groups, in terms of focus grouping creative is a disaster. Because they’ll all say what you think they should say.adidas advergame advergames advertainment advertising ambient marketing australia belgium best brazil coca-cola email marketing facebook fashion france germany google heineken ikea infographic italy japan marketing mobile content mobile marketing msn nike nokia online ads online advertising online campaign online marketing print advertising rich media samsung sms spain sweden tvc twitter uk video of the day viral marketing volkswagen wieden + kennedy