Son, You Can't Handle An Idea!

I have just started in my new agency and I am looking for tips how to evaluate creative work. Nobody asks my opinion in WIPs yet but I want to get to a point quickly that I can talk about the work with some sense of knowing what I am on about. Some of the concepts presented I get right away but others I struggle with to know whether the client will like them. My boss and the creative director make it look so easy.

This takes time and experience but there are a few shortcuts which will help you. What you trying to achieve is judgement based on knowledge of the brief and objectivity as the person evaluating the creative work.

Life is pretty hectic in agencies as we know and it is not unusual for people to forget to remind themselves of the brief. As someone learning the ropes, make sure you have re-read the brief and have the proposition in the forefront of your mind when you go into the WIP.

I talk about objectivity for clients when evaluating work in Working with Agencies – Chapter 5 (yes, this is a shameless bookplug) and the principles are the same. You are looking at the creative from the perspective of 1) a strategist, 2) a consumer and also 3) the client.

As a strategist you are looking at the work in terms of: Is it on brief/brand/proposition? Is it differentiating?

Putting yourself in the shoes of the target audience, you are looking at the work in terms of : Do I ‘get’ the work straightaway? What does it give me? (A new way of looking at the brand? Entertainment? Exclusive content? Intellectual satisfaction?) What insight about me, the target audience, does the work draw on? Am I inspired and motivated by the idea What does it ask me to do – is it reasonable?

From the client’s perspective, you are looking at the work in terms of: Have we done anything like this before? Is the work on brand guidelines? Can it be produced within the timeline and the budget?

This is all theoretical and correct. But you need to feed your perspectives with real life examples. A good way to do this is through a number of sources such the media your clients’ customers consumer (to put yourself in their shoes) Adverblog, creative award annuals and The FWA (for understanding of impactful creative work), the trade press and Google Alerts (relating to your client’s business.

Also observe how the creative director and your boss approach work. They no doubt can help you get you to the point you want. And your creative director hopefully won't be as harsh as our friend Jack!