How to evaluate creative work

This paper outlines a process to help avoid making costly mistakes in giving feedback on creative advertising ideas.

How to evaluate creative work

Merry Baskin Baskin Shark

Where to start

Evaluating creative work is personal. Were I to ask you to nominate your favourite work of art, even if you knew nothing about art or if you picked the first one that popped into your head, you would have an opinion and make a choice. Not only that, you would find it quite easy to explain why you like it so much. Not surprisingly, the reasons would vary hugely from person to person – colours, shape, aesthetic appeal, back story, artist, style, subject, medium, era...

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