HOW TO GIVE MORE EFFECTIVE

CREATIVE FEEDBACK

1. Before

1. BEFORE

SMILE

Creative types are always nervous. For a smoother presentation be positive, open and engaged.

RECAP

Begin by revisiting the four main areas of the brief. • Problem • Audience • Insight • Prop

1. BEFORE

EXPECTATIONS

Have a clear understanding of the level of concept that is being presented: • Scamp • Mac layout • Full Mac layout (image & copy)

QUANTITY

Also have agreement on the number of concepts. Three is about right. 1. Safe 2. Unexpected 3. Courageous

1. BEFORE

IN PERSON Wherever possible try to have the Creative team present the work.

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2. During

2. DURING

BE THE CUSTOMER You should have just revisited the main areas of the brief including the target audience, so now its important that you think like, and assess as if you are the customer.

THE IDEA Does the creative idea reflect the insight? And does the it bring to life the proposition in a memorable way?

2. DURING

LEGS Can the creative idea work well in multiple channels; • film • paper • pixels • social

MINUTIAE Don’t stress about a missing comma, worry about a missing idea.

2. DURING

FEEDBACK Be clear about who, when and how you will be giving feedback.

• Recognise the good first • Don’t be afraid to ask questions ‘be a Juror not a Judge’ • Seek understanding if you aren’t sure about something • Initial feedback is okay and appreciated • However, don’t be afraid to sleep on it and feedback later

3. After

3. AFTER

CIRCULATION Attach the brief and identify the level of presentation when circulating concepts for internal approval.

THE DE-BRIEF Consolidate all feedback.

REDIRECT Resist the temptation to rework yourself. Try redirecting it’s always more effective. AND try separating the amends into mandatory and optional changes.

3. AFTER

REDIRECT Resist the temptation to rework yourself. Try redirecting it’s always more effective.

OPTIONAL Separate the amends into mandatory and optional changes.

3. AFTER

OPINIONS Avoid giving the work the good old ‘once round the office’. Everyone has an opinion but have they read your brief.

NERVES

Feeling nervous? That’s a good thing. Pin the work on your wall and give the ideas the overnight test, see how they look in the morning. 1. Safe 2. Unexpected 3. Courageous

HOW TO GIVE MORE EFFECTIVE FEEDBACK ~ Recap the brief

~ Be the customer

~ Redirect, don’t rework

GREAT FEEDBACK LEADS TO GREAT WORK

Thanks

D A V I D B E L L – E C D M E R C E R B E L L

mercerbell.com.au