Too often, agencies and other marketers look at the creative process as some mystical art form. As such, there is no scientific formula for either creating great ideas (including tag lines, ad copy, logos, other art work, etc.) or evaluating the ideas that have been generated.
There certainly is a significant amount of subjective evaluation that some people are better or worse at than others. See Al Ries’ latest article in Advertising Age – Advertising Could Do With More of Bernbach’s Genius, subtitled, “Recognizing Good Ideas Can Be More Important than Creativity”.
However, well-managed organizations such as our marketing communications agency, Domus, can do three simple things to dramatically improve the effectiveness of creative work that makes it to the pitch stage.
The intent is not to suffocate right-brain creative license with left-brain analysis, but to achieve a balance between the two for maximum effectiveness.