Subject: Re: 3314 Mark Test Results FIN
From: Cheryl Mills <[email-masked]>
To: Robby Mook <[email-masked]>
Cc: Cheryl Mills <[email-masked]>, John Podesta <[email-masked]>
Date: Tue, 24 Feb 2015 12:43:49 -0500

What was the excitement deficit?

The summary of testing I saw looked pretty good

cdm

On Tue, Feb 24, 2015 at 11:43 AM, Robby Mook <[email-masked]>
wrote:

> Madame Secretary, Cheryl, John,
> As I've discussed with some of you separately, we felt like we needed to
> get some other options on the table before choosing a final mark.  I feel
> very confident that the one we have from Pentagram is a very safe and will
> do the work we need, but the testing showed an enthusiasm deficit. We also
> felt generally in our guts that it didn't have the "wow" factor we want.
> To be clear, we may never find a "wow" option, which is why we shouldn't
> feel that the Pentagram option is sub-par.  That said, we decided we owe
> ourselves some other options and are going to task three other firms with
> getting us some new designs over the next few days.  If we see something we
> like, we can choose to test it against the Pentagram mark or just move
> forward.
> I spoke with Wendy about this plan this morning and doesn't think it's the
> right way to go, but was willing to proceed.  I wanted to flag this in case
> she reaches out.
> She and Teddy will be supervising the incoming creative from the other
> firms.  She is also going to drill down with Benenson on the data we
> received since she thinks there needs to be further context on the
> enthusiasm measure.
> So--that's the plan!  Let me know if you have any questions or want to
> discuss.
> Thanks,
> Robby
>
> ---------- Forwarded message ----------
> From: Katie Connolly <[email-masked]>
> Date: Mon, Feb 23, 2015 at 8:07 PM
> Subject: 3314 Mark Test Results FIN
> To: Robby Mook <[email-masked]>, Jim Margolis <
> [email-masked]>, Mandy Grunwald <[email-masked]>, "Teddy Goff (
> [email-masked])" <[email-masked]>, "[email-masked]" <
> [email-masked]>
> Cc: Joel Benenson <[email-masked]>
>
>
>  Evening all,
>
>
>
> Please find attached a memo outlining the results of the mark test. Let us
> know if you have any questions. Joel is on a flight for the next few hours,
> but I'll do my best to answer them.
>
>
>
> Thanks,
>
> Katie
>
>
>
>
>
>
>
>
>
> *Katie Connolly*
>
> Vice President
>
>
>
> *Benenson Strategy Group*
>
> 1901 Pennsylvania Ave | 10th Floor
>
> Washington DC, 20006
>
> O: 202-688-1771
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> *www.bsgco.com <http://www.bsgco.com/>*
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> **
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>