{"id":457,"date":"2025-05-01T11:39:15","date_gmt":"2025-05-01T11:39:15","guid":{"rendered":"https:\/\/calexis.com\/?p=457"},"modified":"2026-03-01T20:51:42","modified_gmt":"2026-03-01T20:51:42","slug":"how-to-evaluate-advertising-creative","status":"publish","type":"post","link":"https:\/\/calexis.com\/index.php\/2025\/05\/01\/how-to-evaluate-advertising-creative\/","title":{"rendered":"How To Evaluate Advertising Creative"},"content":{"rendered":"\n

What are the secrets to assessing a creative presentation when your agency shows you the work?  It is no secret.  It is just a discipline to learn.<\/p>\n\n\n

\n
\"\"<\/figure>\n<\/div>\n\n\n

I just got back from the presentation of a new ad.  The client did very well.  He knew how to evaluate the presented material and his questions and challenges motivated us.<\/p>\n\n\n\n

Here are some tips on how to steer your way through the copy evaluation maze and get the most from your agency:<\/p>\n\n\n\n

    \n
  1. Review the approved <\/strong>copy strategy<\/strong><\/a> before<\/em> looking at the creative<\/strong>.\u00a0 Make sure your mind is in the right frame to know what to look for in the creative.\u00a0\u00a0 I used to be accused of making the reading of the strategy a ritual, like saying grace before a meal.\u00a0 But it sure helps as a point of reference for all things to follow.<\/li>\n\n\n\n
  2. Is the idea presented on strategy?<\/strong> If it is not on strategy \u2013 STOP HERE.\u00a0 Go to jail, directly to jail and do not pass go.\u00a0 Send them back and ask for another presentation date.<\/li>\n\n\n\n
  3. Consider your overall opinion about the concept presented.<\/strong> Empathize with the target and give yourself a general first impression on what you see and feel.<\/li>\n\n\n\n
  4. Think about the selling idea being used. <\/strong>Is it a great articulation of the strategy?\u00a0 Is it clear?\u00a0 Is it compelling?\u00a0 Competitive?\u00a0 Distinctive?<\/li>\n\n\n\n
  5. Think about the executional technique employed. <\/strong>Is the core idea one that can be pooled out to subsequent executions on the same strategy?\u00a0 Has the agency considered the trajectory of the idea, where it goes from this initial piece of creative?\u00a0 Does the executional technique build from the strategy and reinforce it?\u00a0 Does it work off of the selling idea being used?<\/li>\n\n\n\n
  6. Look at the particulars of the execution being presented. <\/strong>Do you think this particular execution will resonate with the target?\u00a0 Make sure you look at it from the point of view of the target, not your own point of view.\u00a0 Think about whether the idea will last for a long time; remember gags wear out fast.<\/li>\n\n\n\n
  7. Are there any details that bug you?<\/strong> You may not like people with red hair, but really, does it matter to the target market you are addressing with the communication?\u00a0 If it doesn\u2019t, then let the agency cast people with red hair.\u00a0 I had a client tell me we couldn\u2019t run a commercial in Quebec because very few people there had red hair.\u00a0 Not news, I replied, there are not very many people anywhere with red hair so the commercial will stand out.\u00a0 It ran and it worked.\u00a0 But sometimes there are taste issues that do matter. Be ready to discuss them, but be ready to accept the experts\u2019 recommendation.<\/li>\n\n\n\n
  8. Now give your thoughts to the agency. <\/strong>After you have thought all this through in your head, tell your agency what you think.\u00a0 Start by saying whether you like it or not<\/strong>, in general.\u00a0 And then tell them why by addressing each of the items listed here in priority from the top down.\u00a0 Start big and work your way to the little things.<\/li>\n<\/ol>\n\n\n\n

    This little paradigm is a great process to follow to get better advertising and to have your agency feel they are getting a fair assessment of their work.<\/p>\n\n\n\n

    The most common mistake clients make is starting with comments from the bottom of the list and forgetting about the overall ideas.<\/p>\n\n\n\n

    If you think you have to have circles instead of stars, ask yourself \u201cWhy?\u201d and whether that will make the ad better\u2026 or just change it.  If it won\u2019t make it better, bite your lip and let your agency take some ownership of their work.<\/p>\n\n\n\n

    You can pay a lot of money to make something different without making it better.<\/p>\n\n\n\n

    Read Overcome AD-versity<\/a> for more constructive hints.<\/p>\n\n\n\n

    <\/p>\n","protected":false},"excerpt":{"rendered":"

    What are the secrets to assessing a creative presentation when your agency shows you the work?  It is no secret.  It is just a discipline to learn. I just got back from the presentation of a new ad.  The client did very well.  He knew how to evaluate the presented material and his questions and\u2026 Read More »<\/a><\/span><\/p>\n","protected":false},"author":2,"featured_media":459,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[105,104],"class_list":["post-457","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-assessing","tag-judging"],"yoast_head":"\nHow To Evaluate Advertising Creative - Calexis<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/calexis.com\/index.php\/2025\/05\/01\/how-to-evaluate-advertising-creative\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How To Evaluate Advertising Creative - Calexis\" \/>\n<meta property=\"og:description\" content=\"What are the secrets to assessing a creative presentation when your agency shows you the work?  It is no secret.  It is just a discipline to learn. 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