Become a pro at delivering creative feedback at the right time. Compliments of 'Planning Dirty.'

1. CREATIVE FEEDBACK
HEAD, HEART, BODY
PLANNING DIRTY

2. CREATED BY
Karen Faith is an ethnographer and empathy trainer who coaches teams
(Google, Blue Cross Blue Shield, The Federal Reserve Bank) on connecting
with their customers and collaborators.
Julian Cole is a strategy consultant who works with brands and agencies to
create world class integrated campaigns.
Davis Ballard is a strategist who worked his magic on the deck design.

3. PLANNING DIRTY
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4. Become a pro at delivering
creative feedback at the right time.
BRIEF
PLANNING DIRTY

5. The three chronological steps to feedback
the head, heart and body of the idea.
HEAD HEART BODY

6. HEAD
What we’re trying to solve, who we’re talking
to and what we think we need to say to them.
This is figured out before we see creative ideas,
it informs the brief.

7. HEART
The actual things we’re saying, how
and where we’re saying it
When we see creative ideas for the first time
this is the feedback we look to give.

8. BODY
The specific the mechanics of how it works, the
copy, the visuals, the color, font, visuals
When we like an idea, we give this feedback
once we’ve bought off on an idea.

9. What’s the problem
Who’s the work for
What we know about them
How we plan to reach them
HEADACHE
AUDIENCE
INSIGHT
STRATEGY
CONCEPT
MEDIUM
MESSAGE
CONTENT
ECOSYSTEM
TYPOS, ERRORS & BUGS
The creative idea
What channel we’re using
What’s the takeaway
Creative details (style, voice and tone)
How it all works together
Tiny, concrete problems
PLANNINGDIRTY
CREATIVEFEEDBACKMODEL

10. HEADACHE
AUDIENCE
INSIGHT
STRATEGY
CONCEPT
MEDIUM
MESSAGE
CONTENT
ECOSYSTEM
TYPOS, ERRORS & BUGS
Feedback at pre-ideas stage
Feedback when seeing ideas
for the first time
Feedback when the idea
is bought and you’re in
production stage
PLANNINGDIRTY

11. EXAMPLE
SOUP X
PLANNING DIRTY

12. HEADACHE - Soup X is losing volume to other winter based foods
AUDIENCE - Snacking young consumers
INSIGHT - A bowl of soup warms both inside and out
STRATEGY - Own the double power of soup this winter

13. EXAMPLE OF CREATIVE
To get millennials to buy soup this winter, we need to
remind them of the biggest benefit soup has, it warms
you both inside and out.
The Soup X heated site
For brand Soup X, we’re going to create a mobile site
that warms visitor’s hands when they view it.
Now you play the client and give feedback to this idea.

14. HEAD LEVEL
FEEDBACK
PLANNING DIRTY

15. HEADACHE
The Headache is a clear articulation of the business
problem. This is key to understanding what the root of
the idea is. Everyone needs to be aligned pre-creative
briefing.
Example Headache: Soup X is losing volume to other
winter based foods.
Example of Headache Feedback:
● This idea is wrong because our real problem is
Soup X is actually losing share to other all
natural soup competitors.
This type of feedback requires a creative rebrief as all
work shown will be off brief.

16. AUDIENCE
The audience gives you a clear idea of who you’re
trying to communicate with this work.
Example of Audience: Growth market of young snack
loving consumers.
Example of Audience Feedback:
● Our audience is retirees, I don’t think they will
use this. Soup X is looking to steal share from
competitors in the heavy soup buying target of
retirees.”
This type of feedback requires a creative rebrief as all
work shown will be off brief.

17. INSIGHT
The insight unlocks the opportunity to succeed. This
insight works as it ownable against other winter
foods.
Example Insight: Soup has the double power by
warming both inside and outside with the hot bowl.
Example of Insight Feedback:
● We’re not tackling the biggest problem which is
Millennials see canned food as the poster child
of toxic.
This should have been mentioned pre-creative brief
and will require a complete rebrief of the work. As all
work will be off brief.

18. STRATEGY
The Strategy takes the insight and makes an action
plan for how and what we communicate.
Example Strategy: Show our double power of soup
this winter.
Example of Strategy Feedback:
● If the goal was to introduce a new variety of
Chicken Pea Soup this winter or that “all natural
ingredients” was the messaging, then this
strategy would be completely wrong.

19. Head level feedback requires a rebrief of work. This is
why we align on a creative brief prior to seeing work.

20. HEART LEVEL
FEEDBACK
PLANNING DIRTY

21. The following three pieces should be
what you’re looking to give feedback on
in the first creative review.

22. HEADACHE - Soup X is losing volume to other winter based foods
AUDIENCE - Snacking young consumers
INSIGHT - A bowl of soup warms both inside and out
STRATEGY - Own the double power of soup this winter
CONCEPT - Warm peoples hands when soup can’t
MEDIUM - Mobile phone site that warms up
MESSAGE - We’ll always keep you warm

23. CONCEPT
The concept is the creative idea itself. Here, the
concept should be checked for alignment with the
brand, strategy, and audience insight.
Example Concept: Warm people’s hands when
the soup can’t.
Examples of Concept Feedback:
● We don’t think people need their hands
warmed during winter.
● This resonates with North American
audiences (due to climate), but could not
extend to the South American market until
their winter months (June, July, August).

24. MEDIUM
The Medium is the channel through which we will
reach the audience. Here, we want to be sure the
medium makes sense for who we are trying to
reach and what we’re trying to do.
Example Medium: Mobile Site
Example of Medium feedback:
● Is this the best place that this idea could
come to life?
● What can a site achieve that an app
couldn't?
● What do we know about this audience's
engagement with mobile sites?

25. MESSAGE
The message is the key takeaway from the
execution. Be sure this connects directly with the
strategy.
Example Message: We warm your hands when
our soup can’t.
Example of Message feedback:
● Do we think people will understand that
this is warming their hands like our soup?
● This doesn’t speak enough to both parts of
the warming inside and out.

26. BODY LEVEL
FEEDBACK
PLANNING DIRTY

27. With concept, message and medium aligned. It’s
now into creative production feedback. It’s time to
shore things up with some solid editing.

28. CONTENT
The content is the nuts and bolts of the execution.
Feedback here addresses the look and feel (color,
copy, photography, video treatment).
Note: This is when you should be bringing in the
brand’s style guide and making sure the content
aligns.
Example of Content feedback:
● Can we make the logo more prominent?
● Is this the official Soup X font?
● That red background makes it hard to see
our product. How might we make the
product more prominent?

29. ECOSYSTEM
The ecosystem is the network of brand
touchpoints and audience experiences as a whole.
When examining this, ensure that the idea lives
harmoniously within the ecosystem of the
consumer and brand’s other work.
Examples of Ecosystem feedback:
● Do you have a user journey for what this
idea looks like?
● How will people find this execution? How
can we get people to share the site?
● How do we link this to what we are doing
in store?

30. ERRORS, TYPOS, BUGS
At this level, we are dealing with misspellings,
factual errors, code bugs, color mismatches: are all
concrete things that are inarguable and corrected
without requiring sign off from anyone.
Example of Error-level feedback:
● Has this cleared legal?
● There are two typos on the landing page.
● The purchase link is broken.
● What is the risk that we blow up someone’s
phone?
● How can you assure me this is not going to
do that?

31. HEADACHE - Soup X is losing volume to other winter based foods
AUDIENCE - Snacking young consumers
INSIGHT - A bowl of soup warms both inside and out
STRATEGY - Own the double power of soup this winter
CONCEPT - Warm peoples hands when soup can’t
MEDIUM - Mobile phone site that warms up
MESSAGE - We’ll always keep you warm
CONTENT - Mother looking out for you (cues of the warmth of a bowl of soup)
ECOSYSTEM - Roll out plan involves social ads and influencers
ERRORS - Force the CPU to process a large amount of code, causing the phone to heat up

32. CHEATSHEET
PLANNING DIRTY

33. Next time you’re giving creative feedback,
use the cheat sheet to identify what level
feedback you’re giving.
This will make the creatives job much easier
when trying to address the feedback

34. What’s the problem
Who’s the work for
What we know about them
How we plan to reach them
HEADACHE
AUDIENCE
INSIGHT
STRATEGY
CONCEPT
MEDIUM
MESSAGE
CONTENT
ECOSYSTEM
TYPOS, ERRORS & BUGS
The creative idea
What channel we’re using
What’s the takeaway
Creative details (style, voice and tone)
How it all works together
Tiny, concrete problems
PLANNINGDIRTY

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