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Article: Firm looks to provide insight with films
- Article from:
- Chicago Sun-Times
- Article date:
- May 12, 2004
- Author:
CopyrightCopyright 2004 Chicago Sun-Times. (Hide copyright information)
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Great advertising usually begins with a thorough understanding of
the consumers toward whom it is targeted. To help that happen, Adam
Wadsworth and Holly Hedlund, both advertising veterans, have started
Dig, a Chicago firm that makes mini-movies that provide a new, more
revealing dimension in customer research.
Focus groups, those often deadly gatherings in little rooms, have
been around for a long time, and advertisers often convene them to
get an early read on whether the strategy for a proposed ad campaign
is right or if specific advertising executions resonate with the
target demo.
But in their years working at major agencies such as Fallon,
Deutsch, and Goodby Silverstein & Partners, ...