effective creative feedback
DESCRIPTION
A small part of a Creative Workshop I run for MercerBell's clients on the creative process and better brief writing.TRANSCRIPT
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.
h"ps://www.youtube.com/watch?v=QDadJaSERwg
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