The Judging Creative Ideas guide is aimed at arming marketing professionals with a best practice guide to assessing creative ideas from communications agencies. While the steps outlined may not be relevant to every creative idea process that you go through as arts marketers this provides some extremely useful steps to go through and aims provide some answers to the following questions 1) how do you know when you have a good idea on your hands 2) how can you turn a good idea into a great one and 3) at what point in the process do you need to be most involved (or back off). This guide has been developed by the Institute of Practitioners in Advertising, and partner professional bodies ISBA, Marketing Agencies Association (MAA) and PRCA.
All too easily it can be destroyed as the nervous marketer sets out to eradicate all uncertainties.
- But how do you know when you have a good idea on your hands?
- How can you help turn a good idea into a great one?
- At what point in the process do you need to be most involved? Or to back off?