When human insight meets technology we call it humanology.

 Jan Kelley
INSIGHTS

Mike Llewellin

Senior Copywriter

Is it any good? Six ways to help you judge creative ideas.

Many of the world’s largest brands can’t afford to spend big money on a single 30-second commercial anymore. So now, more than ever, brands have to get creative to make an impact – by once again focusing on ideas. There’s just one problem.

Creating breakthrough ideas is hard.

I probably don’t have to tell you how difficult it is to come up with engaging ideas. And even if it’s not your job to come up with them, it’s likely your job to help evaluate them. We’re all exposed to hundreds of marketing ideas every day. And you should find yourself asking is it any good?

Here are six essential criteria we keep in mind when evaluating the work we create to help our clients reach their objectives and bring our creative strategies to life.

Is it simple?

The simplest thing is also the hardest to accomplish. Is the idea or message you’re trying to convey easy to understand? If your idea doesn’t come across quickly, or it needs to be even slightly explained, it’ll be wasted on the bulk of your audience. That first impression is everything.

Is it relevant?

From a marketing perspective, there might not be anything more important than crafting a relevant message. As much as we like to think we’re all selling products or services, in reality, what we’re doing is helping people find solutions to problems in their everyday life through products or services. By uncovering a human insight, you can link your solution to a problem and your product to a person.

Is it believable?

Not in a sci-fi kind of way. But in a “does your message make sense coming from you?” kind of way. If you’re making a claim, make sure it’s said in a way that will resonate with your audience and, more importantly, help build trust with your brand.

Is it informative?

Since we’re in the “information age,” it seems obvious that you’d want your advertising to inform an audience, at least on some level. Does your ad tell audiences something about the brand? Your product? Themselves? You want to leave audiences with something that makes the time they spent with you worthwhile.

Is it entertaining?

How engaging is the concept? Is it rewatchable? Is it shareable? Does it have an idea or concept that will captivate your audience for more than six seconds? Especially if your spot is only six seconds? All good questions.

Is it original?

You want to not just stand out – but stand apart from your competition. The most memorable creative has an idea that comes out of the blue. Unexpected takes on the simplest of ideas can help your brand stand out in even the most cluttered of markets.

Is it achievable?

Sure, you came up with a great idea. But can you actually do it? Does it require a shoot? Illustration? Retouching or compositing? In the end, every idea has to be practical and affordable. If not, you may run the risk of denigrating the brand if you cut corners at the execution stage.




There you have it. Six key factors to consider when developing or evaluating creative. Write them down, commit them to memory and try to take our overall principles and apply them to your own internal creative process. So the next time you have to ask yourself if something is any good, you can answer with an emphatic and informed “yes!” – or no. Hopefully yes.