Judging Creative Ideas
Posted:Monday, July 10, 2006

A joint industry initiative for judging creative ideas has been published today 10 July 2006. The initiative is a joint effort from the IPA, ISBA, PRCA, and MCCA.

The guide explains how to distinguish good ideas from great ideas, through a framework of shared criteria for closer, more effective client/agency relationships and for the creation of outstanding business-building ideas.

It provides a 10-stage framework for more effective relationships between agencies and their clients;

1. Be knowledgeable in advance – assess ideas in a broader context
2. Come to the meeting with a smile – be ready to be inspired
3. Back to the brief – use brief as a framework against which to evaluate the idea
4. Empathise – with the people bringing the ideas to you
5. Clarify – is it on brief? What exactly is the idea? How is the idea going to work?
6. Question yourself – be both subjective and objective
7. Question the idea – use open questions to encourage ideas to develop
8. Reflection – listen to the agency, go away, think, ask the ‘how’ questions
9. Refinement and the role of research – these are the ‘why’ questions
10. Relax – you’ve done everything you can to help the idea survive and flourish

According to the report, 97% of clients think the most important criterion against which to evaluate an idea is whether it will achieve its objectives, only 55% of agencies share the same view.

72% of agencies believe creative work should be brand centric however only 36% of clients believe their agencies really mean it.

Report states that assessing creative ideas requires shared agendas and honesty, knowledge communications solutions, and understanding of the brand itself, and making informed decisions based on agency advice and experience.

The report was as a result of research suggesting a gap between how agencies and clients assess creative work and what it should achieve. It provided that there are major gaps that need bridging if a trusting relationship is to be created but adds trust cuts both ways.

It states that agencies need to have their clients’ interests and for clients should be more constructive and helpful.

IPA - the industry body and professional institute for UK advertising, media and marketing communications agencies.

ISBA - the representative body for UK advertisers.

MCCA - industry trade body that defines itself by energising communications agencies for a changing future by sharing knowledge, vision and possibilities.

PRCA - the voice of public relations consultancies in the UK.