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Print Version   got milk? By Douglas B. Holt, L'Oreal Professor
of Marketing, University of Oxford  What could you say about
milk? It was white and came in gallons. People felt they knew
all there was to know about it, so it was hard to find a
strategic platform. - Jeff Manning  In June 1993, Jeff Manning,
Executive Director, was hired by the California Milk Processor
Board (CMPB) to revive sagging milk consumption in California. A
month later, he hired San Francisco ad agency Goodby,
Silverstein & Partners to create a new ad campaign for milk. "We
weren't going to turn around a 15-year decline in per capita in
one year, but we did believe that at least for certain portions
of the population, we could flatten it out and start to move it
up," said Manning. Following Manning's lead, Jeff Goodby, the
agency's co-founder and chief creative, had worked with a team
of planners and creatives at his agency to create got milk?, a
campaign that became one of t