Navigating Creativity: Balancing Evaluation and Innovation

Evaluating ideas is one of the most exciting aspects of being a marketer, but also one of the trickiest.Subjective opinions, a lack of evaluation tools, and poor sign-off processes often get in the way of great ideas getting signed off. In this session, Pieter-Paul and Matt will unpack the common pitfalls of idea evaluation and share what’s really holding better ideas back.They’ll cover:

• What’s holding better ideas back for your brand?
• Common mistakes made when evaluating ideas
• Practical tips to improve your creative decision-making