Why do great creative ideas get rejected? The effect of creative ideation processes on external judges’ assessments

One of the most contentious issues in advertising is the evaluation and selection of creative ideas. This selection process is central to the success of agencies and clients, yet it appears difficult for external observers to see the merits of highly creative ideas.


  • Educating creative personnel and managers on the differences between self-evaluations and external evaluations of creative ideas can improve motivational incentives for creative personnel.
  • Accentuate training for junior creative staff in the standard expected media, tools, and language of marketing strategy.

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