{ "media_type": "text", "post_content": "I just got a new job as Creative Director and the agency has asked me to do a creative audit on one of their biggest clients and it’s competitors. To see where we’re now with creative work and where / how we can improve.\nI’ve never done this and am looking for some tips on how to do this, where to start and how the outcome should look like.\nThanks!", "post_id": "60fce396fa1ec6001c9e8f16", "reply_count": 11, "vote_count": 1, "bowl_id": "5565cfca8b2b9a03009acf57", "bowl_name": "Advertising" }

I just got a new job as Creative Director and the agency has asked me to do a creative audit on one of their biggest clients and it’s competitors. To see where we’re now with creative work and where / how we can improve. I’ve never done this and am looking for some tips on how to do this, where to start and how the outcome should look like. Thanks!

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This definitely falls under the purview of an ACD, Design Director or CD; I’ve done several audits. Don’t leave this to strategy; it’s your job too. Build a deck with one slide per competitor and also include a slide (or multiple slides) to audit your client. On each slide include 5 – 10 examples of the competitor’s materials, website, ads, or anything else that’s relevant. In the right-hand column create a sidebar with your observations on messaging, tone of voice, target audience. Comment on the visuals: Are the materials consistent? Do they hold together as a family? Do they use just one logo across the board or is the brand all over the place? Is there a strong, ownable color palette? How’s the photography? Typography? Then include a short takeaway identifying whether it’s working and what opportunities there are to improve.

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Sounds like a job for a strategist or analyst

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Nope, it’s for creatives. See my comments below.

Weird, this is a strategists job at my agency. CD’s typically will review and give comments on the audit.

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All they are looking for is your honest opinion about the work. Tell them what could be improved, and how you would approach it.

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I've done so many audits, it's laughable. I start by gathering the same data for the brand and all their competitors, one page for each platform/type. Logo, website, advertising, social, digital, in-store experience. It's a learning experience if you can see everything up on a wall at the same time, you can really compare brands and see what's missing or not working. Doesn't work as well to just scroll through a deck page by page. Can always ask the strategist for their thoughts as well.

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Can’t hurt to ask for assistance from strategy/acct on the other work in the category and gathering the work that has been done and then you write up an opinion/report on where you think it’s at and where it should go.

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They are looking for your honest opinion and their heart is in the right place, but its interesting they have you do this AFTER youre hired. I could see you giving them some thorough cogent analysis about what could be better and theyre like “right, we said the same thing two years ago, but the client likes it like this so” and thats the end of that

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Our strategy department handles this as well. But with some creative feedbacks included.

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They just want your thoughts on how to improve the work. A few pages of what’s going on in and out of category for each point you have is all you need.

Go into their IG’s, Google them, etc

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