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How to give creative feedback on advertising

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What you will learn.
In three clear steps: The before, the during and the after. You will learn the tricks to running a more effective creative presentation and how to give creative feedback.
PLUS the tricks to managing your stakeholders.
Enjoy.
Ps. And please share if you have learnt something from this presentation.

Published in: Marketing

How to give creative feedback on advertising

  1. 1. HOW TO GIVE MORE EFFECTIVE CREATIVE FEEDBACK
  2. 2. 1. Before
  3. 3. 1. BEFORE SMILE Creative types are always nervous. For a smoother presentation be positive, open and engaged. RECAP Begin by revisiting the four main areas of the brief. • Problem • Audience • Insight • Prop
  4. 4. 1. BEFORE EXPECTATIONS Have a clear understanding of the level of concept that is being presented: • Scamp • Mac layout • Full Mac layout (image & copy) QUANTITY Also have agreement on the number of concepts. Three is about right. 1. Safe 2. Unexpected 3. Courageous
  5. 5. 1. BEFORE IN PERSON Wherever possible try to have the Creative team present the work.
  6. 6. h"ps://www.youtube.com/watch?v=QDadJaSERwg
  7. 7. 2. During
  8. 8. 2. DURING BE THE CUSTOMER You should have just revisited the main areas of the brief including the target audience, so now its important that you think like, and assess as if you are the customer. THE IDEA Does the creative idea reflect the insight? And does the it bring to life the proposition in a memorable way?
  9. 9. 2. DURING LEGS Can the creative idea work well in multiple channels; • film • paper • pixels • social MINUTIAE Don’t stress about a missing comma, worry about a missing idea.
  10. 10. 2. DURING FEEDBACK Be clear about who, when and how you will be giving feedback. • Recognise the good first • Don’t be afraid to ask questions ‘be a Juror not a Judge’ • Seek understanding if you aren’t sure about something • Initial feedback is okay and appreciated • However, don’t be afraid to sleep on it and feedback later
  11. 11. 3. After
  12. 12. 3. AFTER CIRCULATION Attach the brief and identify the level of presentation when circulating concepts for internal approval. THE DE-BRIEF Consolidate all feedback. REDIRECT Resist the temptation to rework yourself. Try redirecting it’s always more effective. AND try separating the amends into mandatory and optional changes.
  13. 13. 3. AFTER REDIRECT Resist the temptation to rework yourself. Try redirecting it’s always more effective. OPTIONAL Separate the amends into mandatory and optional changes.
  14. 14. 3. AFTER OPINIONS Avoid giving the work the good old ‘once round the office’. Everyone has an opinion but have they read your brief. NERVES Feeling nervous? That’s a good thing. Pin the work on your wall and give the ideas the overnight test, see how they look in the morning. 1. Safe 2. Unexpected 3. Courageous
  15. 15. HOW TO GIVE MORE EFFECTIVE FEEDBACK ~ Recap the brief ~ Be the customer ~ Redirect, don’t rework
  16. 16. GREAT FEEDBACK LEADS TO GREAT WORK
  17. 17. Thanks
  18. 18. DAV ID B E L L – E CD ME R C E R B E L L mercerbell.com.au

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