Even the “highly creative” ad agencies like Goodby, Silverstein and Partners still overlook a basic marketing tenant:
Test your creative before you launch it.
When you don’t,  the results can be disastrous as just what happened to an ad campaign for their client California Milk Processor Board. The core message of the microsite, featuring a guy nonetheless, was that “milk can reduce the symptoms of PMS” and said to men “your home for PMS management”.
It caused such a firestorm amid social media that it was pulled in three days.
As research director for MSI, I can’t imagine not testing ad messaging before spending a huge amount of money behind a campaign. We always recommend testing creative to our clients so that we are confident it resonates with our target consumer and ultimately will be more successful.











