7 simple steps for reviewing creative
This is something I wrote for new clients and the account services students I work with. It may be too elementary for some, but I believe it's a brief and fun way to remind clients and suits what they need to consider when they're looking at work.
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7 simple steps for reviewing creative
A few things to think about when you're seeing creative work…
1. Biases begone!
So what if you don’t like sumo wrestlers? Think about whom you want to like the work and respond to it – guys in loincloths may be the ticket to meeting your business goals. Remember, the creative is not for you, it's for your target audience.
2. Shhh!
Please let the creative team present their work before jumping in with questions. They’ve worked many hours to bring your brief to life and they may answer your questions in their explanation. (If they don’t, ask away once they’re finished.)
3. R.O.I.
It’s still an investment, but this time, it means Relevance, Originality and Impact. In a #10 OE or email, you may find that relevance is the most important. Sometimes originality may not be a criterion, but impact can be found in any piece. Ask yourself: does the offer stand out? Is it clear what the recipient needs to do?
4. Return to the brief.
The brief is our checklist. Does the creative answer the brief? If it does, we're all on the right track.
5. Are you content? Are you uncomfortable?
Both are good. You've come to us for solutions to your marketing challenges. Sometimes tried and true won't do and something completely different answers the brief. So, rather than eliminating a viable solution, consider that it might be time to push the envelope.
6. Admit it.
The wrong direction or incomplete information may mean that the creative ends up in the wrong place. Acknowledging the problem makes starting over a lot less painful and keeps the creative team enthusiastic as they burn the midnight oil.
7. Make it better, together.
We're a team. You know your brands and products inside and out. Any knowledge you can impart upon us creative folk can spark a great idea, lead us to an innovative format, or make us realize that we have a question.
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7 simple steps for reviewing creative
A few things to think about when you're seeing creative work…
1. Biases begone!
So what if you don’t like sumo wrestlers? Think about whom you want to like the work and respond to it – guys in loincloths may be the ticket to meeting your business goals. Remember, the creative is not for you, it's for your target audience.
2. Shhh!
Please let the creative team present their work before jumping in with questions. They’ve worked many hours to bring your brief to life and they may answer your questions in their explanation. (If they don’t, ask away once they’re finished.)
3. R.O.I.
It’s still an investment, but this time, it means Relevance, Originality and Impact. In a #10 OE or email, you may find that relevance is the most important. Sometimes originality may not be a criterion, but impact can be found in any piece. Ask yourself: does the offer stand out? Is it clear what the recipient needs to do?
4. Return to the brief.
The brief is our checklist. Does the creative answer the brief? If it does, we're all on the right track.
5. Are you content? Are you uncomfortable?
Both are good. You've come to us for solutions to your marketing challenges. Sometimes tried and true won't do and something completely different answers the brief. So, rather than eliminating a viable solution, consider that it might be time to push the envelope.
6. Admit it.
The wrong direction or incomplete information may mean that the creative ends up in the wrong place. Acknowledging the problem makes starting over a lot less painful and keeps the creative team enthusiastic as they burn the midnight oil.
7. Make it better, together.
We're a team. You know your brands and products inside and out. Any knowledge you can impart upon us creative folk can spark a great idea, lead us to an innovative format, or make us realize that we have a question.
posted by jooles_p at 9:45 AM
2 Comments:
This is really good. I wish our friends at P&G and client services read it and learn from it.
I made the entire marketing team read this. They learned a lot. You are a super genius word traveller.
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