evaluating (and encouraging better) creative work

Evaluating (and Encouraging Better)Creative Work

Cynthia Hartwig

Larry Asher

1. That’s who we are.And you are?

What’s on tap?1. We are. You are.2. What’s right.3. What’s wrong.

4. Why get this right?Break 5. Evaluating isn’t opinion-giving.6. How to tell good from bad. 7. Walk a mile in your creatives’ shoes.Lunch

What’s on tap?Lunch8. Good briefs = Good critiques = Good work.

9. How to get people to “get” the brief.10. A systematic approach to giving feedback.Break11. The 5-Minute Presentation (if we have time)12. Evaluation group exercise.13. Evaluate this workshop14. Q&A + H&K

*DisclaimerThe ideas and suggestions expressed here are those of Cynthia and Larry and may directly conflict with what otherpeople in your company think. We are sorry, but we still think we’re right, and we’d be happy to meet them in the parking lotafter work to discuss further.

2. What’s right? What’s wrong?

2. What’s right?

You tell us.

3. What’s wrong?

You tell us.

What’s wrong

4. Why get this right?

4. Why get this right?Fewer misfiresBetter, more effective workYou become the favorite

Let’s take a break.

5. Evaluating isn’t opinion-giving

CRIT

CR T

Don’t say this“I like it...”

“I don’t like it...”

“It’s cool...”

“I think it’s funny...”

“It just isn’t working for me.”

“I’m not sure what the CEO would think of that.”

Use these words instead“Our customers would probably say...”

“This fits the statement in the brief...”

“Someone who’s never eaten tofu might think...”

“People who buy athletic shoes probably don’t...”

“Surveys say women don’t want everything pink.”

5. Evaluating isn’t opinion-giving

1. Write an evaluation of one creative concept

2.We’ll have a couple volunteers to a live eval.

3. Write an evaluation of the evaluators

ShareBuilder AssignmentDeliverable: HTML Email

Takeaway: Increase number of downloads of iPad app

through offer of a $10 iTunes card. Rewards are

provided for customers who get involved with

what ShareBuilder has to offer.

Library AssignmentDeliverable: Poster to display in Snohomish County

public libraries

Takeaway: Let library patrons know that they can return to

the library for a free session on how to download

eBooks from the library’s collection to their

computers, phones, tablets and eReaders.

learn to download FREE

eBOOKS

SATURDAY

january 7 LYNNWOOD

LIBRARY

Swedish AssignmentDeliverable: Online banner ad aimed at newly pregnant

women inviting them to attend an event where

they can meet a number of obstetricians.

Takeaway: Swedish would like to invite you to a fun, casual

event where you can do chemistry checks on

potential OBs.

learn to download FREE

eBOOKS

SATURDAY

january 7 LYNNWOOD

LIBRARY

6. Get a common language(and agreement about what makes good work good.)

It’s intrusive.

It’s involving.

It’s intrusive & involving.

It’s emotional.

It’s intrusive & involving& emotional.

It’s single-minded.

It’s true to the brand.

Another way to stay on brand:Brand Expression Guide

BTW: Is this “on brand?”

It’s on strategy.

It’s intrusive & involving& emotional& single-minded& true to the brand& on strategy.

Good creative looks easy.

Good creative looks easy.It isn’t.

7. In your creatives’ shoes Let’s walk a quarter mile or so.

The briefest of briefsDeliverable: Outdoor board adjacent to I-5 between Seattle and Portland

Audience: Frequent commuters between SEA&PDX

Takeaway: “You should take the Amtrak Cascades between Seattle and Portland, instead of driving, because it’s a lot less stressful.”

Tone: Good-natured, helpful, not too flippant or irreverent, and sympathetic.

More Info: amtrakcascades.com

8. Good briefs = Good critiques = Good work

This is not a workshop on writing creative briefs

Claire Parkin, Rational Interaction

Ellen Bollard, Northwest Catholic

Kirsten Erwin, Premier Media Group

Sarah Buehler, Bethany Community Church

Sarah Buehler, Bethany Community Church

Every brief has four critical elements: > Communications objectives> Definition of the audience> Competitive landscape> Single-minded takeaway

In an effort to evolve VIA packaging to better align with Starbucks branding, improve shelf presence/shop-ability and create an expandable packaging architecture, Enterprise briefed-in Project Clio – the VIA Packaging Redesign. Project Clio received Sr. Leadership alignment before heading into research.

The takeaway:No sentence in a brief is more important.

You should blank blankbecause blank.

You should verb nounbecause single compelling reason.

You should take Amtrak Cascadesbecause it’s less stressful than driving.

You should buy a Verismo Systembecause it allows you to make Starbucks lattes at home.

9. How to get people to “get” your brief?

Briefs don’t have to be boring.

http://vimeo.com/20761819

29003.

What would Don Draper do?

He’d get you drunk first.

He’d remind you what this assignment was:

Create a multi-media campaign to:

1. Build preference for the Swedish brand2. Drive people to take a free online health screening

He’d say that when you use mass media, you’re mostly talking to these guys

OrthoHealthy PatientAt-Risk DiagnosedDiagnosed

MD

FormerPatient

And this is what they think of health care and hospital ads

We don’t care

He would remind us that women, not men, are the most important audience

X XXX X

Then he’d snuff out his cigarette for emphasis

He’d remind us not to say these words:

Leading edgeState of the artCompassionCare/CaringExcellenceRight here at home

He’d remind us not to show these images:

Docs in white coatsDocs in blue scrubsDocs in green scrubsDocs with arms crossedHappy couples on bikesBig buildings

Then he’d light up a new one and askif you have any questions

He’d say good bye, good luck, andthen he’d step out to “take a call.”

10. A systematic approach to giving feedback

Ready.

a) Appoint a czarName someone who will collect input, edit it, and

report back to the creative team.

b) Don’t ask everyoneAsk for an opinion and you’ll get one.

Usually negative.

c) Try for face-to-faceIf not face-to-face, then shoot for a video chat.

Set.

d) Re-briefAppoint someone to remind the group what the

work is supposed to accomplish and who it’s for.

Distribute hard copies of the brief.

e) Mandatory vs. OptionalLet reviewers know that their comments need to be

designated mandatory or optional.

Only a select few may get “mandatory” rights.

Figure out who they are ahead of time.

f) Write comments downBefore anyone starts talking, have them silently

write down their reactions — even if it’s a review

team of one.

Go.

g) Start with “thank you.”Even if work is off-base, someone still put some

effort into it.

h) Don’t be a clientChannel the consumer. What you think as you is

immaterial, unless you’re in the target audience.

i) Go with your gutAnd then don’t. Set your initial reactions aside

until you can evaluate the work rationally.

j) Use your checklist

It’s intrusive & involving& emotional& single-minded& true to the brand& on strategy.

k) Start macro, then microDetails don’t matter if the concept doesn’t fly, or the

work is off-strategy.

l) Avoid pre-but praiseConsider “and” instead of “but.”

Keep praise and criticism separate.

m) Don’t rework, redirectGive directions, not corrections.

n) It’s OK to ask for a re-doDon’t settle. If the work is off, a true pro won’t mind

going back to the drawing board.

Don’t be these guys

How we doing for time?

11. The 5-Minute Bulletproof Creative Presentation

a.k.a. Presenting work so they’ll buy it.

We lied.

We lied.You can’t do this in 5 minutes.

The Year BeforeBuild trust, learn the business, educate about the value of excellentcreative

The Day BeforePrep, rehearse, write down your answers to possible objections

The First MinuteState the business problem this work solves

The First MinuteRecap the brief:You should (verb) (noun)because (single compelling reason)

The Second MinutePaint a vivid picture of the target audience

The Third MinuteShow the work, and tell exactly what we’re looking at

Explain the visual.Even if it’s a tight comp.

Read every headline andsubhead aloud.

Explain layout, color and typographic choices.

Talk about the tone of the copy.

The Fourth MinuteShow how this creative meets the tests of great creative

It’s intrusive & involving& emotional& single-minded& true to the brand& on strategy.

The Fifth MinuteSum up how this creative solves the business problem

The Sixth MinuteAsk for questions, but not “what do you think?”

The Seventh MinuteBask in the glory.

12. Let’s evaluate.

The briefest of briefsDeliverable: Outdoor board adjacent to I-5 between Seattle and Portland

Audience: Frequent commuters between SEA&PDX

Takeaway: “You should take the Amtrak Cascades between Seattle and Portland, instead of driving, because it’s a lot less stressful.”

Tone: Good-natured, helpful, not too flippant or irreverent, and sympathetic.

More Info: amtrakcascades.com

I

14. Q&A + H&K

13. How did we do?Course evaluations

slideshare.net/svcseattle

E you later.

cynthia@twopens.com

@TwoPens2

larry@workerbees.com

@WorkerBeesMC