133) Brand First, Creativity Second: How to Evaluate Advertising Effectively
In this episode, Sudeep Chawla flips the mic to interview Sharavana Raghavan on a deceptively simple but highly debated topic—how should one judge brand communication?
Sharan lays down a compelling case for why most marketers get it wrong. He argues that judging an ad based on how it “feels” or how “beautiful” it looks is a flawed approach. Instead, he introduces a practical 5-point framework to help marketers evaluate advertising based on what truly matters—effectiveness.
CONVERSATION HIGHLIGHTS
- Feelings ≠ Effectiveness: Why emotional resonance isn’t the best benchmark for judging ads.
- Purpose Before Praise: Why marketers must understand the ad’s brief before assessing its quality.
- Five Key Questions to Ask: A clear framework to evaluate if an ad is doing its job.
- Creative ≠ Art: Why advertising isn’t about artistic expression but business outcomes.
- Magic with Meaning: The role of the director and storytelling—but always in service of the brand.
- The Trap of Awards: Why chasing Cannes might be sabotaging your brand goals.
- Distinctiveness Over Novelty: Why being true to the brand’s personality matters more than being “cool.”
KEY TAKEAWAYS
- Don’t Judge in a Vacuum: Always assess an ad against the strategic brief—not just on surface impressions.
Five Must-Ask Questions:
- Is the brand registering?
- Is the message clear?
- Is it relevant to the audience?
- Does it drive action or build long-term memory?
- Is it distinctive and true to the brand’s personality?
Good Creativity Lives Within Constraints: The best creative minds work better with clear boundaries.
There’s No Perfect Ad: Only communication that’s right for the brand, the objective, and the moment.
QUOTES
“Magic without meaning for the brand or the consumer is an absolute waste of money.”
“Your job isn’t to fall in love with the ad. Your job is to make sure it’s right for the brand.”
“If you can’t write a clear brief, you’re not doing your job as a marketer.”
“An ad that entertains but fails to register the brand is a failed investment.”
If you’re a marketer, agency leader, or brand owner struggling to decode ad performance, this episode is your cheat sheet to judging creative work like a pro.
As always, send your feedback and topic suggestions to mail@cobbcast.net!
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
