How to evaluate creative

Share this content:

Judging creative for creative guys is intuitive. Most of it is a gut feeling. And more times than not, the gut is right. For others, such as account executives and clients, it's not so. They lack the instinctual abilities of creatives, but that doesn't mean they can't be good judges of creative.

There is a solution (no, not choking the account guy or client). There is a systematic way to evaluate creative. There are three questions one can ask, in this order, when evaluating creative:

• Does the ad have information about the product and its unique selling proposition?

• Does the ad state this information clearly and concisely?

• Is the execution intrusive and compelling? Give it the "who cares" test. Flip around and become the target consumer. Read the ad. If you can say "who cares" after reading it, scrap it and start again, because your target consumer probably will react the same way. This technique will make debates between creatives and their partners less oblique and a little clearer.

The creative director should get the final call on execution. This goes back to the gut instinct that creatives possess. To all you clients: Learn to trust your creative partners. It's what they do. It's all they do. If you do not trust the creative partners you work with, get new ones that you do trust. In my opinion, creative work is as good as a client lets it be. To quote the late David Ogilvy, "Clients deserve the work they get."

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above