Imagine how you would feel it you showed of your new born son and someone said, “Boy is that kid ugly! He might be the ugliest thing I’ve ever seen. What were you thinking?”
You probably would not take the comments very well and even if you did not show it, the person who made them would be put on your mental blacklist.
What does this have to do with anything?
Well, every time a Creative shares work with you, he is sharing his little baby. It is a part of him and even well-meaning criticism can be misinterpreted.
Here are some tips to follow:
Stay away from executional details.
You are not trained as a Copywriter or an Art Director. He is. Trust him to know what he is doing.
Make your feedback easy to understand.
Do not hide behind marketing jargon. Aside from making you look like a fool, it is very hard to understand what needs to be done.
Do not assume the role of judge.
It is not your job to approve the work. It is your job to help improve it.
Show him that you are passionate about creative quality.
This is the driving force behind the hours he spends sweating over the work. Showing him that you share his passion can only help.
Always remember that you will have to continue to work with him when this project is done. A motivated Creative who respects you and trusts your motives and your judgment will do better work.
And better work is good for you, for him, and for the Agency.