How to Evaluate Design & Ad WorkPresentation Transcript
Evaluating Design &Ad CreativeLarry Asher
What’s on tap?1. When crits go south2. Why get this right?3. Good briefs = Good critiques = Good work.4. Get a common language5. A systematic approach to giving a critique6. Q&A + H&K
1.When crits go south
1.When crits go southNo agreement on objectivesSecond-guessing the absent bossInsufficient timeUnclear decision-maker rolesAnd one even greater culprit
Don’t say this“I like it...”“I don’t like it...”“It’s cool...”“I think it’s funny...”“It just isn’t working for me.”“I’m not sure what the CEO would think of that.”
Use these words instead“Our customers would probably say...”“This fits the statement in the brief...”“Someone who’s never eaten tofu might think...”“People who buy athletic shoes probably don’t...”“Surveys say women don’t want everything pink.”
2.Why get this right?
2.Why get this right?Fewer misfiresBetter, more effective workYou become the favorite
3. Good briefs =Good critiques =Good work
This is not a workshop onwriting creative briefs
Every brief has fourcritical elements:> Communications objectives> Definition of the audience> Competitive landscape> Single-minded takeaway
The takeaway:No sentence in a brief ismore important.
You shouldverbnounbecausesingle compellingreason. (No conjuctions allowed.)
You shouldbuyaVerismo Systembecauseit allows you to makeStarbucks lattes at home.
4.Get a common language
It’s intrusive& involving.
It’s intrusive& involving& emotional.
It’s true to the brand.
It’s on strategy.
It’s intrusive& involving& emotional& single-minded& true to the brand& on strategy.
5. A systematic approach to giving feedback
a) Appoint a czarName someone who will collect input, edit it, andreport back to the creative team.
b) Don’t ask everyoneAsk for an opinion and you’ll get one.Usually negative.
c) Try for face-to-faceIf not face-to-face, then shoot for a video chat.
d) Re-briefAppoint someone to remind the group what thework is supposed to accomplish and who it’s for.Distribute hard copies of the brief.
e) Mandatory vs.OptionalLet reviewers know that their comments need to bedesignated mandatory or optional.Only a select few may get “mandatory” rights.Figure out who they are ahead of time.
f)Write comments downBefore anyone starts talking, have them silentlywrite down their reactions — even if it’s a reviewteam of one.
g) Start with“thank you.”Even if work is off-base, someone still put someeffort into it.
h) Don’t be a clientChannel the consumer.What you think as you isimmaterial, unless you’re in the target audience.
i) Go with your gutAnd then don’t. Set your initial reactions asideuntil you can evaluate the work rationally.
j) Use your checklistIt’s intrusive& involving& emotional& single-minded& true to the brand& on strategy.
k) Start macro, then microDetails don’t matter if the concept doesn’t fly,or the work is off-strategy.
l) Avoid pre-but praiseConsider “and” instead of “but.”Keep praise and criticism separate.
m) Don’t rework, redirectGive directions, not corrections.
n) It’s OK to ask for a re-doDon’t settle. If the work is off, a true pro won’t mindgoing back to the drawing board.
A systematic approach to giving feedback> Appoint a czar> Don’t ask everyone> Try for face-to-face> Re-brief> Mandatory vs.optional> Write comments down> Start with “thank you”> Don’t be a client> Go with your gut> Use your checklist> Start macro, then micro> Avoid“pre-but” praise> Don’t rework, redirect> It’s OK to ask for a re-do
6. Q&A + H&Klarry@workerbees.com
Coming up at SVCCreative Briefs: 7 Tips That Matter - Friday 5/31More info at svcseattle.com