How you respond to seeing creative can have as big of an impact as what you say. Here are some responses I’ve heard that are not great, and some better responses that would likely have resulted in a better outcome.
Sometimes our initial reaction when reviewing creative is – “I don’t like it.” Before rejecting the work, ask these questions to help determine if that’s really the right decision.
In some industries, commandments seem to have been written about what communications should look and act like. The same colors are used, same words, same images. That creates an opportunity for a brand to separate itself and be a powerful and successful alternative.