NEW JERSEY, January 28, 2002: Great creative. What should it do? How do you know when you have it? How do you get it? Or judge it? Today, we look at a method for evaluating creative work.

Being Objective

Ever go to a meeting, see some new creative work presented, and hear someone say: "What is the agency recommendation?" Usually, there is a favorite idea in the mix, which is often presented last, to add to the drama of the work. But too often, the discussions focus on what concepts each of us "like." Our favorites. "I really like the one with the farmer." "My favorite is the twins concept." "The one with the racing car really grabbed me."

While we shouldn't discount our personal preferences and the emotions generated by first impressions it's important to realize the full implications of the decision before you: At some point, one of the concepts before you will ultimately influence the success or failure of the brand.

Ad guru David Ogilvy once said (and we're paraphrasing): "It has taken teams of scientists several years of research and development 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 so -- than the work done by the scientists and developers."

Can We All Get On The Same Page?

How can you review creative work objectively, and ensure that the work you take to market research (assuming you will go to testing) is the strongest, best work for the brand? Easy.

Well, actually, it's not easy. But if you all agree to ask five questions about each ad concept, you'll find that the work will improve and the satisfaction will soar. Here are the 5 S Questions.

1. Is it On Strategy?

First, is the concept on target with the brand's overall marketing strategy? Evaluation should always start with strategy. Because 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? This is where first impressions play a role. You can't grab attention with a "me-too" visual. Make sure the concept stops the reader from plowing on to the next ad.

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 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, will it help convince a physician to prescribe the brand?

Next time you have to present -- or evaluate -- creative work, try using the 5 S's to guide your discussions. And you'll see how "great" it can be when you all have the same value system on the table. The result will natually be "great" creative.

For additional insight into the creative mind, we suggest an article by creative director David Lubars. Lubars worked on the highly innovative web-based movie series for BMW. Read an article of his that originally appeared in Communication Arts maganzine. Click here.

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