1. title year assign.no.fall spring summer
grading scale
9
10
7
8
5
6
3
4
1
2
class Concept Development
X
2010
VCU-10-691-Fall10_Portfolio-653-002-Syllabus_v1c.indd ©2010 Cabell S. Harris
27a
Glue or paste chart in your personal journals.
lesson: There is nothing more important than being able to judge your own work.
assignment:
notes: Ty Monteque of JWT gave this chart to me. It really helps one to
think about what makes a piece of work good or bad.
01DAMAGING
This work is worse
than a waste of time.
It is damaging to
both the client and
us. You’d be better
off staying at home.
WORLD
BEATING
This sets a new stan-
dard in the world of
communications. It is
an entirely new idea
that is highly involving.
The audience will
spend time exploring
and playing with the
idea. It is being talked
about worldwide.
02WASTEFUL
This work is a waste of
time. People will actively
avoid it. You have wasted
both the client’s time and
your own resources.
03BORING
Both the idea and
execution are ordinary.
The customer will tune
out before it’s finished.
04PREDICTABLE
This is soundly
executed but bland.
People have seen it
all before and will get
to the end of the mes-
sage before you do.
06REWARDING
This work will get
noticed. People will
feel rewarded having
spent time with it. Its
impact will linger
longer than the dura-
tion of the message.
07INNOVATIVE
This is innovative work
and the best example
of this category in the
network. Its refreshing
message and execution
will ensure that people
will want to see it again.
08MARKET
LEADING
This is the best work
in this category in
the world. It leads the
market and people will
take the time to rethink
their perception of the
brand and the category.
09WORLD
CLASS
This competes with
the very best ideas
in the world. People
are talking about in
their own time. It will
make the brand, client
and network famous.
05COMPETENT
The idea is told in an
interesting way or it is
well executed. People
will give you time to
complete your message.
10