Evaluating Creative Ideas (Brainstorming Part II)

Once you have a list of ideas, meet as soon as possible -- ideally just after the brainstorming session -- with your creative managers and key team members. Decide on five criteria which your best idea must meet. Then evaluate each idea against those criteria.

Out of this process, one idea or group of ideas should emerge as the one best suited to presenting to the account executive and the client.

If your "winning" idea turns out to be impractical -- or if your boss or the client hates it -- you'll want to have a Plan B, and maybe C or D. So don't throw out that idea list, and keep a record of all the top-scoring ideas for future reference.