38) Critiquing Creatives
Often Marketing is propagated to be this creative endeavour. However, marketing is all about inspiring the creatively inclined and then objectively reviewing and providing feedback to elevate the execution.
In this episode, Sharan & Sudeep tackle a crucial aspect of the creative process: providing objective reviews and constructive feedback to creative agencies on their creative output.
It is a Marketer’s responsibility to ensure that the creatives we receive are aligned with your objectives and resonate with your target audience. However, giving feedback in a way that adds value without demoralizing the creative team can be a delicate task.
Our hosts emphasize the importance of two key elements: a sharp brief and value-adding feedback. By setting clear objectives in the brief, marketers can establish a solid foundation for evaluating the creative work that follows. It's essential to remember that feedback should be focused on whether the creative effectively solves the objective, rather than subjective opinions on the visual depiction.
Value-adding feedback is the cornerstone of a healthy agency-client relationship. We explore the three essential characteristics of such feedback: objectivity, reflection, and understanding. Evaluating the creative against the initial objective prompts objective assessment, while providing insights into potential consumer interpretations and considerations. This process enhances the creative team's understanding of how their work will be evaluated, the nuances of the objective, the consumer context, and the key elements necessary for success.
Adhering to these principles, and letting creatives make the creative calls, marketers can foster a collaborative environment with agencies, nurturing a feedback loop that drives excellence and fosters innovation.
Join us in this insightful conversation as we uncover practical strategies for providing constructive feedback and ensuring exceptional creative output.
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
