Judging creative ideas requires imagination, leadership and trust. And the process needs to be taken more seriously. So, here are some thoughts on how to improve your chances of a successful outcome.

This is the third and final column inspired by sensible thinking produced by four professional organisations in the UK. The IPA, the ISBA the MCCA and the PRCA think this subject important enough to collaborate on best practise. And in so doing, demonstrate a love of acronyms that should make them honorary Africans.

We’ve looked at the marketer’s obligations at briefing time. We’ve identified the obligations creative people have to prepare marketers for new ideas. Now let’s look at the process of receiving and judging advertising ideas.

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