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Creative Feedback Model

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Become a pro at delivering creative feedback at the right time. Compliments of 'Planning Dirty.'

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Creative Feedback Model

  1. 1. CREATIVE FEEDBACK HEAD, HEART, BODY PLANNING DIRTY
  2. 2. CREATED BY Karen Faith is an ethnographer and empathy trainer who coaches teams (Google, Blue Cross Blue Shield, The Federal Reserve Bank) on connecting with their customers and collaborators. Julian Cole is a strategy consultant who works with brands and agencies to create world class integrated campaigns. Davis Ballard is a strategist who worked his magic on the deck design.
  3. 3. PLANNING DIRTY Planning Dirty is a monthly newsletter that shares tools and resources, it goes out to 13K+ marketers. Get part 2 of this deck by signing up. Looking for Strategy Training? Julian’s running a Strategy Masterclass in NYC, Chicago and LA List of other Planning Dirty Decks
  4. 4. Become a pro at delivering creative feedback at the right time. BRIEF PLANNING DIRTY
  5. 5. The three chronological steps to feedback the head, heart and body of the idea. HEAD HEART BODY
  6. 6. HEAD What we’re trying to solve, who we’re talking to and what we think we need to say to them. This is figured out before we see creative ideas, it informs the brief.
  7. 7. HEART The actual things we’re saying, how and where we’re saying it When we see creative ideas for the first time this is the feedback we look to give.
  8. 8. BODY The specific the mechanics of how it works, the copy, the visuals, the color, font, visuals When we like an idea, we give this feedback once we’ve bought off on an idea.
  9. 9. What’s the problem Who’s the work for What we know about them How we plan to reach them HEADACHE AUDIENCE INSIGHT STRATEGY CONCEPT MEDIUM MESSAGE CONTENT ECOSYSTEM TYPOS, ERRORS & BUGS The creative idea What channel we’re using What’s the takeaway Creative details (style, voice and tone) How it all works together Tiny, concrete problems PLANNINGDIRTY CREATIVEFEEDBACKMODEL
  10. 10. HEADACHE AUDIENCE INSIGHT STRATEGY CONCEPT MEDIUM MESSAGE CONTENT ECOSYSTEM TYPOS, ERRORS & BUGS Feedback at pre-ideas stage Feedback when seeing ideas for the first time Feedback when the idea is bought and you’re in production stage PLANNINGDIRTY
  11. 11. EXAMPLE SOUP X PLANNING DIRTY
  12. 12. HEADACHE - Soup X is losing volume to other winter based foods AUDIENCE - Snacking young consumers INSIGHT - A bowl of soup warms both inside and out STRATEGY - Own the double power of soup this winter
  13. 13. EXAMPLE OF CREATIVE To get millennials to buy soup this winter, we need to remind them of the biggest benefit soup has, it warms you both inside and out. The Soup X heated site For brand Soup X, we’re going to create a mobile site that warms visitor’s hands when they view it. Now you play the client and give feedback to this idea.
  14. 14. HEAD LEVEL FEEDBACK PLANNING DIRTY
  15. 15. HEADACHE The Headache is a clear articulation of the business problem. This is key to understanding what the root of the idea is. Everyone needs to be aligned pre-creative briefing. Example Headache: Soup X is losing volume to other winter based foods. Example of Headache Feedback: ● This idea is wrong because our real problem is Soup X is actually losing share to other all natural soup competitors. This type of feedback requires a creative rebrief as all work shown will be off brief.
  16. 16. AUDIENCE The audience gives you a clear idea of who you’re trying to communicate with this work. Example of Audience: Growth market of young snack loving consumers. Example of Audience Feedback: ● Our audience is retirees, I don’t think they will use this. Soup X is looking to steal share from competitors in the heavy soup buying target of retirees.” This type of feedback requires a creative rebrief as all work shown will be off brief.
  17. 17. INSIGHT The insight unlocks the opportunity to succeed. This insight works as it ownable against other winter foods. Example Insight: Soup has the double power by warming both inside and outside with the hot bowl. Example of Insight Feedback: ● We’re not tackling the biggest problem which is Millennials see canned food as the poster child of toxic. This should have been mentioned pre-creative brief and will require a complete rebrief of the work. As all work will be off brief.
  18. 18. STRATEGY The Strategy takes the insight and makes an action plan for how and what we communicate. Example Strategy: Show our double power of soup this winter. Example of Strategy Feedback: ● If the goal was to introduce a new variety of Chicken Pea Soup this winter or that “all natural ingredients” was the messaging, then this strategy would be completely wrong.
  19. 19. Head level feedback requires a rebrief of work. This is why we align on a creative brief prior to seeing work.
  20. 20. HEART LEVEL FEEDBACK PLANNING DIRTY
  21. 21. The following three pieces should be what you’re looking to give feedback on in the first creative review.
  22. 22. HEADACHE - Soup X is losing volume to other winter based foods AUDIENCE - Snacking young consumers INSIGHT - A bowl of soup warms both inside and out STRATEGY - Own the double power of soup this winter CONCEPT - Warm peoples hands when soup can’t MEDIUM - Mobile phone site that warms up MESSAGE - We’ll always keep you warm
  23. 23. CONCEPT The concept is the creative idea itself. Here, the concept should be checked for alignment with the brand, strategy, and audience insight. Example Concept: Warm people’s hands when the soup can’t. Examples of Concept Feedback: ● We don’t think people need their hands warmed during winter. ● This resonates with North American audiences (due to climate), but could not extend to the South American market until their winter months (June, July, August).
  24. 24. MEDIUM The Medium is the channel through which we will reach the audience. Here, we want to be sure the medium makes sense for who we are trying to reach and what we’re trying to do. Example Medium: Mobile Site Example of Medium feedback: ● Is this the best place that this idea could come to life? ● What can a site achieve that an app couldn't? ● What do we know about this audience's engagement with mobile sites?
  25. 25. MESSAGE The message is the key takeaway from the execution. Be sure this connects directly with the strategy. Example Message: We warm your hands when our soup can’t. Example of Message feedback: ● Do we think people will understand that this is warming their hands like our soup? ● This doesn’t speak enough to both parts of the warming inside and out.
  26. 26. BODY LEVEL FEEDBACK PLANNING DIRTY
  27. 27. With concept, message and medium aligned. It’s now into creative production feedback. It’s time to shore things up with some solid editing.
  28. 28. CONTENT The content is the nuts and bolts of the execution. Feedback here addresses the look and feel (color, copy, photography, video treatment). Note: This is when you should be bringing in the brand’s style guide and making sure the content aligns. Example of Content feedback: ● Can we make the logo more prominent? ● Is this the official Soup X font? ● That red background makes it hard to see our product. How might we make the product more prominent?
  29. 29. ECOSYSTEM The ecosystem is the network of brand touchpoints and audience experiences as a whole. When examining this, ensure that the idea lives harmoniously within the ecosystem of the consumer and brand’s other work. Examples of Ecosystem feedback: ● Do you have a user journey for what this idea looks like? ● How will people find this execution? How can we get people to share the site? ● How do we link this to what we are doing in store?
  30. 30. ERRORS, TYPOS, BUGS At this level, we are dealing with misspellings, factual errors, code bugs, color mismatches: are all concrete things that are inarguable and corrected without requiring sign off from anyone. Example of Error-level feedback: ● Has this cleared legal? ● There are two typos on the landing page. ● The purchase link is broken. ● What is the risk that we blow up someone’s phone? ● How can you assure me this is not going to do that?
  31. 31. HEADACHE - Soup X is losing volume to other winter based foods AUDIENCE - Snacking young consumers INSIGHT - A bowl of soup warms both inside and out STRATEGY - Own the double power of soup this winter CONCEPT - Warm peoples hands when soup can’t MEDIUM - Mobile phone site that warms up MESSAGE - We’ll always keep you warm CONTENT - Mother looking out for you (cues of the warmth of a bowl of soup) ECOSYSTEM - Roll out plan involves social ads and influencers ERRORS - Force the CPU to process a large amount of code, causing the phone to heat up
  32. 32. CHEATSHEET PLANNING DIRTY
  33. 33. Next time you’re giving creative feedback, use the cheat sheet to identify what level feedback you’re giving. This will make the creatives job much easier when trying to address the feedback
  34. 34. What’s the problem Who’s the work for What we know about them How we plan to reach them HEADACHE AUDIENCE INSIGHT STRATEGY CONCEPT MEDIUM MESSAGE CONTENT ECOSYSTEM TYPOS, ERRORS & BUGS The creative idea What channel we’re using What’s the takeaway Creative details (style, voice and tone) How it all works together Tiny, concrete problems PLANNINGDIRTY
  35. 35. Subscribe to the Planning Dirty newsletter Strategy Mate Planning Hype Brand Actions Library 2018 Day 1 Advice for New Planners Day 1 Advice for New Heads of Strategy What Clients Want Data Sources Cheatsheet Planners Template 10 Best Strategy Papers What is Comms Planning/Digital Strategy OTHER PLANNING DIRTY DECKS

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