4. What’s on tap?
1. When crits go south
2. Why get this right?
3. Good briefs = Good critiques = Good work.
4. Get a common language
5. A systematic approach to giving a critique
6. Q&A + H&K
6. 1.When crits go south
No agreement on objectives
Second-guessing the absent boss
Insufficient time
Unclear decision-maker roles
And one even greater culprit
10. 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.”
11. 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.”
51. a) Appoint a czar
Name someone who will collect input, edit it, and
report back to the creative team.
52. b) Don’t ask everyone
Ask for an opinion and you’ll get one.
Usually negative.
53. c) Try for face-to-face
If not face-to-face, then shoot for a video chat.
54.
55. d) Re-brief
Appoint someone to remind the group what the
work is supposed to accomplish and who it’s for.
Distribute hard copies of the brief.
56. e) Mandatory vs.Optional
Let reviewers know that their comments need to be
designated mandatory or optional.
Only a select few may get “mandatory” rights.
Figure out who they are ahead of time.
57. f)Write comments down
Before anyone starts talking, have them silently
write down their reactions — even if it’s a review
team of one.
58.
59. g) Start with“thank you.”
Even if work is off-base, someone still put some
effort into it.
60. h) Don’t be a client
Channel the consumer.What you think as you is
immaterial, unless you’re in the target audience.
61. i) Go with your gut
And then don’t. Set your initial reactions aside
until you can evaluate the work rationally.
62. j) Use your checklist
It’s intrusive
& involving
& emotional
& single-minded
& true to the brand
& on strategy.
63. k) Start macro, then micro
Details don’t matter if the concept doesn’t fly,
or the work is off-strategy.
64. l) Avoid pre-but praise
Consider “and” instead of “but.”
Keep praise and criticism separate.
66. n) It’s OK to ask for a re-do
Don’t settle. If the work is off, a true pro won’t mind
going back to the drawing board.
67.
68. 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
