Copywriting Q&A: The Creative Review Myth

Every creative project ends with a creative review …Or does it? There’s a lot of confusion around exactly what a creative review accomplishes and what you can expect once it’s done. So let’s clear some things up, shall we? Read on…

Today’s question comes from Will S., who writes, “I’ve been a junior copywriter at an ad agency for about three weeks now. For each one of the projects I’ve been a part of, there hasn’t been just one creative review, there’ve been multiples. Am I doing something wrong?”

Easily the greatest myth about creatives reviews is that they’re going to be “one and done.” The vast, vast majority of the time, you’ll have multiple creative reviews for a project.

And that’s actually a very good thing.

Sure, you write the copy, but creative projects are very collaborative things. And I don’t just mean between you and your designer.

First, someone on the product or marketing team has to come up with the idea for a project. Then they have to get the buy-in of any team it will affect. Any number of these people will be in the review—and they all have the right to offer input.

Despite what many people think, a creative review isn’t a meeting to show your final work. Yes, it should absolutely be your best foot forward and a complete piece.

But it’s also a work in progress.

All of the people in that review have different insights into the project, and it’s insight that you need to make as effective as it could possibly be.

It’s also insight that you might not have access to before the review. That means that when people offer their thoughts and feedback, it’s up to you to take that back to your desk and incorporate it into the piece.

After that? Well, you’ve got another creative review. And maybe even another after that.

Creative reviews are for coming together to refine a piece using the insight and intelligence of all of the key stakeholders.

Not having a piece approved in the first creative review is not only normal, but it’s also a good thing. The best projects take refining, and creative reviews are where you come together to start that process.

Your turn! Have you ever had a particularly bad or good creative review? What happened and why? Let us know in the comments below!