evaluating (and encouraging better) creative work
DESCRIPTION
Presentation from Larry Asher and Cynthia Hartwig's SVC Seattle workshop.TRANSCRIPT
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.
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
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