Four keys to getting the best creative for your campaign
November 22nd, 2011 by leighb
When we present creative concepts, ideas or executions to our clients we hope that we have nailed it on the first try and all that’s left to do is to ship it. That is not usually the case. We try hard, but we also recognize that design is an interative process. Refining our work with your insight and suggestions is the best way to create content that not only looks great and sounds great, but also resonates with your customers.
But sometimes the feedback we are given simply does not make sense and we are left scratching our heads, trying to figure out how to solve an unknown problem. It is best to give feedback as part of a discussion rather than tossing a punch list into an email. Here are four suggestions that will help:
1. First, give your initial impression about the overall piece, then get into the details. Often we will create very different approaches in order to start a conversation about the direction. Responding to the big picture helps us to understand where we all need to go. “This one is too busy, this one too sedate, and that one is just crazy.”
2. Align with the creative brief. Does the communication hit the high points? Can you frame what is not working through this lens?
3. Keep the target audience in mind. What appeals to and resonates with them may be very different from your likes and dislikes. Wear your strategy hat, not your art critic hat.
4. Try not to get executional. “Make the headline bigger and move the image over there.” is not helpful – even if it seems simple to you. Much better to talk about what is not working, what the root of the problem is – “the hierarchy of messaging is not correct”, “the focus or take-away from the piece is not clear enough”. Taking this step back allows for re-thinking that has a better chance of solving the problem as opposed to shuffling the elements around.
Meaningful feedback creates the opportunity for creative solutions, which will make for a better end product.