For me, one of the highlights of working at BDB is seeing a campaign come to life. Having developed the brief and discussed it with the creative team, we wait with baited breath to see the results. Expectations are high. Will it be a winning concept?
But it’s all too easy in the excitement of the ‘reveal’ to overlook the purpose and process of evaluating creative work. Instead, decisions are often driven by personal preferences rather than what will work best.
Creative work should illicit an emotional response – after all, that’s what you want from your campaign. However, at this stage of the process, your objectivity is critical so prejudices need to be put aside. It’s not about what you like or dislike – it’s whether the idea will appeal to your targets and inspire them to act.
Here’s a checklist to help you evaluate creative to ensure it works hard for your business, not your ego!
1. Is it on brief? Does it meet our objective and demonstrate our proposition?
2. Is it on brand? Does it reflect our vision, values, identity and personality?
4. Is it relevant? Does it show our understanding of the market?
3. Is it clear who we’re talking to? Does it highlight how we can meet their needs?
5. Is it distinctive? Will it draw our prospect’s attention?
6. Is it deliverable? Is it feasible within the timeframe / budget? 
