Judging Creative

When it's time to see some new creative work, the meetings often focus on "likes."

"I really like the one with the lake." "My favorite is the twins idea." "The race car really grabbed me."

While we shouldn't discount our personal preferences and first impressions, it's important to realize the full implications of the decision before you: one of the concepts will ultimately influence the success of the brand. And as David Ogilvy once famously said (paraphrasing): "It took teams of scientists and years of research to create this product -- and I have less than two weeks to come up with a campaign for it. But if I do my job right, my work will have just as much impact on the success of the product -- maybe even more -- than the work done by the scientists and developers."

So how can you review creative work objectively, and ensure that the work you take to market research (assuming it will go to testing) is the best work for the brand?

Here are 5 tried and true questions that should be asked as you evaluate the ideas:

1. Is it On Strategy? The concept must be on target with the brand's overall marketing strategy and communications strategy. If it isn't on strategy, it's wasting everyone's time.

2. Is it a Stopper? You have two seconds. Would the ad concept delay the page turn --and help form an image about the brand in the reader's mind? Make sure the concept stops the reader from plowing on to the next page.

3. Is it Simple? Simplicity always wins. Why? An idea that's easy to understand is easy to remember. That's why.

4. Is it Sustainable? Can you see the campaign evolving easily? Can it be kept fresh and consistent 6 months from now? A year? When you can say things like, "You can have a whole series of ads..." then you know the concept is sustainable.

5. Does it Sell? Ultimately, that's the point of all the work. Does it clearly communicate the benefit (singular) of the brand, show why it's different from all the other brands, and give the reader a solution to a problem she or he is having? Best of all, does it have what it takes to help convince a physician to prescribe the brand?