'But How Do You Know?'

Have you done the pirouette check?
A lot can happen between the concept pitch and final execution, and not all of it good. The creative gets junked up, and the “more” that’s piled on weighs on it like an anchor and can sink the test.

As a last checkpoint with new creative, my choice when in doubt is to err on the side of less is more, especially with teasers and inserts. Like Marilu Henner’s character in “L.A. Story” when she advised, “One of the first things I always teach my clients is about the point system. You should never have more than seven things on. You know, like your earrings count for two points, those daisies count for three points. But the best thing to do is, right before you go out, look in the mirror and turn around real fast, and the first thing that catches your eye, get rid of it. I mean, I had this thing in my hair before I left, remember? And I pulled it right out, ’cause as soon as I turned, gone! Marilyn Monroe did that.”