Ad Critique teaches advertising, marketing, and management students—both the “suits” and the “creatives”—how to effectively judge and critique creativity in advertising. This textbook is an instruction manual, a facilitator of dialogue, and a companion piece to classroom content. Its lessons result in actual skills that enable students to look at the creative product and embolden them to say something constructive and worthwhile.
Chapter 10: Presentation Prep
Critique happens all the time. In the back-and-forth banter of the Copywriter and Art Director. During the impromptu presentation of rough tissues when an account executive drops by the creative team's office. In late night brainstorming sessions. At presentations to your supervisor's supervisor. But the most high-stakes critique of all is the one that happens when the agency makes a formal client presentation to unveil a major campaign or important element of it. That's when strong critique skills can be used to help facilitate discussion and lead to productive solutions. Optimize this opportunity by making the environment as conducive as possible for fruitful critique, collaboration, and decision making.
Who's most responsible for making this happen? This is where account management really needs to ...