Evaluating Creative: How to Get the Best from Your Creative Team

What’s this course about?

Creative evaluation is an important part of the communications process and is essential to developing the best creative solutions possible. When done right, it reveals how well a piece of creative work resonates with its intended audience and provides valuable lessons that impact future work. This online workshop will focus on best practices for evaluating creative; why, when and how to evaluate creative work (and how not to!), comparing work against your brief, asking the right questions, giving productive feedback, and understanding and valuing team members roles.

Topics discussed in this class include:

• A strong strategy results in breakthrough creative – give feedback based on the agreed upon strategy and communicate what you want to achieve
• Your creative team is a valuable partner – collaboration is essential to success
• Value the respective roles and points of view of creative and marketing
• Give objective feedback from the customer’s perspective
• A clear process and tools help everyone give and receive better feedback

Who should take this course?

Anyone in a position to evaluate creative and provide feedback to the Creative(s) who developed the work.

Who will be teaching the course?

Patricia Hambrick

Principal and Founder

The Hambrick Group

Patricia Hambrick has been an active member of The Ad Club faculty since 2006. Her teaching experience began in 2001 at Boston University’s Questrom School of Business. She continues teaching there as a professor of graduate and undergraduate courses in Global Strategic Marketing, Brand Management and Core Marketing. She is consistently rated one of the top professors in the business school.

For over 20 years, Patricia has helped shape corporate visions and develop pioneering strategies that build lasting brand reputations for Fortune 500, as well as early stage companies. In all of her assignments, Patricia has played a major role in leading and educating organizations to think and act differently thereby taking their business to the next level and better connect with consumers of today.

Patricia is recognized as one of the most influential women in marketing, and over her career has won numerous awards including Ad Age’s Most Influential People in Marketing. A competitive triathlete, marathoner and sculler, Patricia has a BS degree from the University of California at Berkeley and a MBA from the Thunderbird School of Global Management in Arizona.