We’ve tried creative testing and it just doesn’t work.

Incredibly false.  You probably recognize this as a hollow excuse, but the truth is marketing executives say it every day. The real story is that the majority of marketing tests do fail, but the minority succeed, and a handful deliver game-changing breakthroughs. Another compelling fact is that many entrenched bureaucracies have a built-in bias against trying something new.  These bureaucracies may include your advertising agencies as well as in-house people. Insisting upon a regimen of testing is the way to shake things up!