FOCUS GROUP FEVER

MIT, dedicated to advancing humankind, boasts myriad faculties, each with a unique logo, globally recognized for quantum leaps in thinking since 1861.
Their greatest challenge? Funding the next quantum leap. Led by five-star geniuses, these faculties faced faced a dilemma when the fundraising goal needed was $5 billion.
Easier to split the atom than get them to agree we took a brief.
Agencies often spend excessive time on strategies. My issue as the executive creative director? Breaking it to my team that the answer was on a napkin 3 minutes into the briefing.
Ideas show no respect for time or fragile egos. MIT, for God's sake.
After confessing to creative high treason, we successfully pitched to the board, who chose to focus-test with the toughest group: MIT alumni. Holy crapanomics. The genius police.
They aced it, wanting to meet the creatives behind it. We humbly shook hands and melted back into our black holes.