Judging creative work is easy. But giving professional feedback is a skill to be mastered.
I won’t talk into the details about the “dos” and “don’ts” when reviewing creative, but about the basic process that you can remember easily and apply directly to work. This feedback process is applied for Planners, Account and even Creatives themselves to evaluate whether a creative work meets the brief’s expectation.
The feedback process includes 4 easy steps:
- Recap the BRIEF
- What criteria in the BRIEF that the Creative work has met
- What criteria in the BRIEF that the Creative work has not met
- What are your subjective opinions about the work?
In the first 3 steps, actionable outcome must be given. If the criteria has not been met, then should we keep the creative work, adjust it or replace it completely? The final step “giving subjective opinions” is just a thought sharing for consideration, but should not lead to actions.