The world’s first guide for Judging Creative Ideas is a joint industry initiative, arming marketing professionals with a best practice guide to assessing creative ideas from communications agencies.
The guide, authored by Patrick Collister, Partner of Creative Matters, for the IPA, ISBA, MCCA, and PRCA, explains how to know when you have a good idea on your hands, how you can help turn a good idea into a great one and at what point in the process do you need to be most involved, or to back off. It does this through a framework of shared criteria for closer, more effective client/agency relationships and for the creation of outstanding business-building ideas.