A framework to help judge digital creative work objectively. 7 questions to ask of a creative idea that won't annoy your agency.

1. Tools for understanding great digital creative
Nick Emmel
@ewarwoowar

2. Understanding traditional concepts is easy

3. Knowing whether a digital idea is a good one is
far harder…
Which media will it involve? How do people participate?
What technologies? What conversation does it start?
What is the user journey? How does it get shared?
How is it personalised? How is it activated?

7. Can you articulate the strategy?
Your audience, who you define by need,
Get mindset, context, or whatever.
Do something in response to your marketing
To that actually does something that has a positive
effect on a business challenge
By Using your cunning strategy

9. Can you articulate the strategy?
People who don’t swim as much as they think
Get they should
Associate Speedos with great swimming
To experiences
By Getting them nostalgic about past swims

11. Maybe the strategy should have been
Men who are put off Speedos because of their
Get association with gay culture
To Feel that they are a sportsman’s choice
Emphasising the cutting edge streamlined
By technology of the swimwear

27. Some flimsy maths
Magical
Total Sales
Profit per Campaign Campaign
Incremental = x Conversion x -
sale (£) Reach Cost (£)
Profits (£) Ratio
(%)
ALRIGHT BLOOMIN’
WOAH I S’PPOSE
TINY TINY
ASTRONOMICAL

30. SE PTI

34. 7 questions to ask of a digital concept
IDEA
EXECUTION