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.

1. HOW TO GIVE
MORE EFFECTIVE
CREATIVE FEEDBACK

2. 1. Before

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. 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. 1. BEFORE
IN PERSON
Wherever possible try to have the Creative team present the work.

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7. 2. During

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. 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. 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. 3. After

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. 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. 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. HOW TO GIVE MORE
EFFECTIVE FEEDBACK
~ Recap the brief
~ Be the customer
~ Redirect, don’t rework

16. GREAT FEEDBACK LEADS
TO GREAT WORK

17. Thanks

18. DAV ID B E L L – E CD ME R C E R B E L L
mercerbell.com.au