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The creators of Half-Life, Left 4 Dead, and Steam must have a hefty chunk of change, because Valve is doing their own advertising for Portal 2. The company is not chancing the misrepresentation of their unique title by putting it in the hands of ad agencies.
"With the Portal 2 ad, we playtested it and were able to make changes during production,” said Doug Lombardi, marketing VP for Valve. “With an agency, those types of tests are too often left to a post-mortem – at which point, the value of those realizations is pretty close to worthless."
Conveying the concept of Portal 2 is no easy task, but we still managed to do it. But I can definitely imagined a botched commercial making the title look like an FPS. Good thinking, Valve.
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