∞ Valve marketing VP dishes on 'worthless' agency marketing

Valve, makers of the soon-to-be-released game Portal 2, has a dim view of the value of ad agencies. Marketing VP Doug Lombardi says:

“With the Portal 2 ad, we play tested it and were able to make changes during production. 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”

Portal 2 is expected out in April for Mac, PC and consoles. PlayStation 3 users who buy the console edition of Portal get the Mac and PC versions for free.

Valve disappointed in ad agencies for marketing, ‘almost worthless’ [IndustryGamers]