Evaluating Design & Ad CreativeLarry Asher

Larry Asher

larry@workerbees.com

What’s on tap?1. When crits go south2. Why get this right?3. Good briefs = Good critiques = Good work.4. Get a common language5. A systematic approach to giving a critique6. Q&A + H&K

1. When crits go south

1. When crits go southNo agreement on objectivesSecond-guessing the absent bossInsufficient timeUnclear decision-maker rolesAnd one even greater culprit

CRIT

CR T

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.”

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.”

2. Why get this right?

2. Why get this right?Fewer misfiresBetter, more effective workYou become the favorite

3. Good briefs = Good critiques = Good work

This is not a workshop on writing creative briefs

Every brief has four critical elements: > Communications objectives> Definition of the audience> Competitive landscape> Single-minded takeaway

The takeaway:No sentence in a brief is more important.

You should blank blankbecause blank.

You should verb nounbecause single compelling reason. (No conjuctions allowed.)

You should buy a Verismo Systembecause it allows you to make Starbucks lattes at home.

4. Get a common language

It’s intrusive.

It’s involving.

It’s intrusive & involving.

It’s emotional.

It’s intrusive & involving& emotional.

It’s single-minded.

It’s true to the brand.

It’s on strategy.

It’s intrusive & involving& emotional& single-minded& true to the brand& on strategy.

5. A systematic approach    to giving feedback

a) Appoint a czarName someone who will collect input, edit it, and

report back to the creative team.

b) Don’t ask everyoneAsk for an opinion and you’ll get one.

Usually negative.

c) Try for face-to-faceIf not face-to-face, then shoot for a video chat.

d) Re-briefAppoint someone to remind the group what the

work is supposed to accomplish and who it’s for.

Distribute hard copies of the brief.

e) Mandatory vs. OptionalLet 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.

f) Write comments downBefore anyone starts talking, have them silently

write down their reactions — even if it’s a review

team of one.

g) Start with “thank you.”Even if work is off-base, someone still put some

effort into it.

h) Don’t be a clientChannel the consumer. What you think as you is

immaterial, unless you’re in the target audience.

i) Go with your gutAnd then don’t. Set your initial reactions aside

until you can evaluate the work rationally.

j) Use your checklist

It’s intrusive & involving& emotional& single-minded& true to the brand& on strategy.

k) Start macro, then microDetails don’t matter if the concept doesn’t fly,

or the work is off-strategy.

l) Avoid pre-but praiseConsider “and” instead of “but.”

Keep praise and criticism separate.

m) Don’t rework, redirectGive directions, not corrections.

n) It’s OK to ask for a re-doDon’t settle. If the work is off, a true pro won’t mind

going back to the drawing board.

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

6. Q&A + H&Klarry@workerbees.com

Coming up at SVCCreative Briefs: 7 Tips That Matter - Friday 5/31

More info at svcseattle.com