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 6: AdAlliances: Your Partners in Creating Great Advertising
AdAlliances: Your Partners in Creating Great Advertising
The ultimate goal of Ad Critique is to help create a more collaborative and productive work environment where the creative product is not just respected but understood. Where agency executives and brand managers not only look forward to meetings with creative professionals but engage in meaningful dialogue. To achieve this goal, the first half of the book identified critique as a misunderstood but essential skill set for everyone and offered up lessons on acquiring those skills. So now you're an expert, right? Not so fast. Before applying your newfound knowledge, you need to get a better feeling for the process and the participants. A successful critique is like an intuitive dance. ...