“The notion was one tribe looking forward and the other tribe looking back,” Antonio Lucio, HP’s marketing chief, said in an interview. “Normally in focus groups, you put like-minded people together and you get some insights,” Mr. Lucio said. One of those areas was family, particularly extended family, which informed HP’s ad with the arguing sisters. Y&R’s immersion project focused on understanding the family life and core values of people in Middle America, including their relationships with brands. “We’re about to launch a campaign for the premium line, and it is going to have a couple of digital videos,” Mr. Lucio said.

Source: New York Times May 06, 2018 20:35 UTC