What Could Possibly Go Right? Or How to Judge Creative Work

By Tony C Richardson

Some people say public speaking is the hardest thing they've ever had to do. They've obviously never had to judge a piece of creative work. Not a finished ad mind you, but an unfinished layout or script. I've seen high-flying executives stunned into silence, not knowing where to begin. But fear not. Help is at hand: in a handy 4 step process. Remember, no ad is perfect and no ad will please every one.

1. Did I hear you right? - Do you understand the concept?

The first thing to remember is that unless you are a creative director, no one should expect you to have an instant response. Take your time and make sure you have understood what has been presented. Ask for the work to be explained more than once. Repeat what you understand the idea to be. Only when you clearly understand the

concept can you decide if it's right or wrong.

2. Is it Right or Wrong? - Is the concept on brief?

Before you decide whether the work is fresh, or the typography is weird, or the copy has a typo, you must decide whether the work is ON BRIEF. Is this ad ABOUT the single-minded-proposition you put in the brief? If not, the ad is wrong. Waste no further time on it. (Sometimes an ad concept will help you realise that the brief needs changing. This is OK. But you need to write a new brief.) A very wise creative friend of mine says of creative work, "It has to be right before it can be good."

3. Is it good? - Would the concept appeal to the target market?

This is where you get to be subjective. But you must use the subjectivity of your target market, not your own. Step into their comfortable slippers. If she is a busy Mum, think like a busy Mum. If he is a

TV salesman think like a TV salesman. Actors can pretend to be other people. So should we.

Think "Consumer".

4. What could possibly go right?

All too often judging creative becomes a case of 'what's wrong here?' Anyone can find fault, and I mean anyone. You could spend years rejecting ads that were not perfect, but your brand would slide into

obscurity. Far better to say, "What IS working here?" and build on that. Get involved in making ONE of the concepts be as good as it can be. Make ONE of the concepts yours. Take ownership.

That's it. The 'TRA 4 step Creative Selector' executive summary is as follows...

1. Do you get it?

2. Is it on brief?

3. Would it appeal to the target market?

4. Pick one and get behind it.

Tony Richardson is a copywriter and advertising creative director. I work WITH my clients to get the very best creative communications answer possible. To find out more visit http://www.TonyRichardson.com.au or http://www.TacticalTV.com.au