NORTHERN PLANNER

1. Is it on brief?
2. Does the work make us want to re-think the brief?
3. What is the idea?
It’s amazing how often reviews are chaos.
Too many routes, discussions about liking the work before discussing if the work will actually work.
But then, great ideas can die because we forget a brief is the start of a discussion, not the final word.
Post rationalisation is the friend of great work, but ego is the enemy of greatness.
More and more thought, we’re seeing ideas that are a line, or a great Mac visual. Ask creatives what the idea is. Not only will you find out sometimes there isn’t one, you may find a great idea hidden behind a plonky line or Polish director’s reference.
Oh and before a review, watch a video you know the audience will like- you’ll have a better feel for what will strike a chord with them rather than the adland bubble.