How to evaluate creative

Share this article:

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."

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Are You Really Ready for Customer Experience?

Are You Really Ready for Customer Experience?

Marketers can talk a good game about customer centricity, but actions speak louder than words.

Essentials in Content Marketing: Think like a best-selling author

Essentials in Content Marketing: Think like a best-selling ...

Imagine if all the electronic content thrown your way daily was actually printed on paper. To stand out from those piles of worthless pixels, you must offer your audiences intriguing ...

The Mobile-Email Marriage

The Mobile-Email Marriage

Marketers who considered leaving email at the altar are finding renewed passion for the channel as an ever-increasing number of customers triage, read, and click-through email on their smartphones.