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

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands