It is very common to use the Creative Brief to help judge Creative work in TV and Print.
The Brief helps you know if you have stayed true to the strategy and the creative idea and is an effective and simple to use tool.
How should you evaluate work in the digital space?
The answer is to use the Digital Platform Proposition.
What is it?
It is the digital equivalent of the Creative Brief.
The Digital Platform Proposition is a simple statement that defines the consumer benefit of engaging with your Brand. It extends form your Brand positioning to articulate how your digital marketing will amplify your Brand in new ways and it provides sustained direction for your digital assets, even as technology changes.
Here are a couple of examples.
Brand X Running shoes:
Brand X will create a platform dedicated to helping athletes improve their athletic performance by providing exercise information, tips and tools that help the monitor their progress.
Brand Y Diapers:
Brand Y will provide useful information and guidance and empathy on the issues faced by young, inexperienced mothers in the first three years of their child’s life.
When looking at digital creative make sure it conforms to the guidelines of the platform proposition. It will ensure that the work is on strategy and will provide continuity over time.