Tricia Fama, COO

Scenario: Your agency has just delivered concepts for a major new initiative, and you’re now tasked with reviewing them. You’re excited, nervous, and possibly feeling a touch of responsibility-induced dread. Relax—feedback doesn’t have to be daunting. Agencies actually expect feedback! It’s rare for initial concepts to hit a home run right away. Feedback is a critical part of the creative process—it helps refine ideas, align expectations, and ensure the final result exceeds your objectives. So, let’s get into how you can provide thoughtful, actionable input that ensures the next draft aligns with your vision and knocks it out of the park.

Step 1:
Create a Feedback Framework

Start with structure. A rating system is a great way to approach feedback with objectivity and clarity. With group review, it helps that each individual rates the concepts to come up with a cumulative score.

Use a scale of 1 to 5 for the following key areas:

• Is it memorable? Does it stick with you? Or does it feel like wallpaper—easy to ignore?
• Does it align with the creative brief? (Be honest: Did you actually reread the brief before reviewing the work?)
• Does it address the right audience with the right message? Are we speaking their language, or did we show up to a casual party in a tux?
• Is it on brand? Is the tone, the visuals, and messaging true to your identity?
• Is the call-to-action (CTA) on point? Is the CTA clear, compelling, and driving the desired action?

Give each of these areas a rating and note your reasons—even just a quick line or two will help. This rating system helps the agency prioritize areas of improvement and focus their revisions where it matters most.

Feedback like “I love it!” or “I hate it!” might feel satisfying to say, but it’s not very actionable for the agency. For example, instead of saying “I love it,” you could say, “I love the boldness of the headline, but the font style feels a bit off-brand.” Similarly, instead of “I hate it,” try, “The imagery doesn’t resonate with our target audience—could we explore something more vibrant or modern?” Instead, dig a little deeper:

What specifically do you love, like, or dislike?

• Is it the imagery, the tone, or the messaging?
• Did a particular design element make you feel something (good or bad)?

Pro tip: If you don’t like something, identify whether it’s the idea or the execution that’s missing the mark. This distinction is crucial.

If the work aligns with the brief but still feels like it’s missing something, revisit the brief. Could it be that the brief itself was incomplete or vague? If there’s something new that needs to be added, call it out now.

Remember, the creative brief is the north star for both you and the agency. If it’s off, the work will be too.

Unless you’ve mastered the art of telepathy, your agency’s vision might not perfectly match what you imagined. But look closely—even if the designs took a direction you didn’t expect, do they still align with the brief? Does the work challenge your perspective in a way that could be exciting?

Sometimes, “different” isn’t wrong; it’s just new. Collaboration is where the magic happens. Discuss, adjust, and refine.

A PDF with comments and annotations is the gold standard for clear feedback. Mark up the file with specific notes like:

• “This color feels too bold; can we tone it down?”
• “The headline works, but could we explore a version with a more playful tone?”
• “This image is great, but can we try one with more diversity?”

Providing visual context alongside your notes makes it easier for the agency to understand and act on your feedback. Avoid open-ended comments or group conversations that provide no real direction at all costs!

Every agency includes an expressed number of drafts in their SOW (Scope of Work). If the draft limit is exceeded, additional costs may apply, which could impact your budget. That’s why your targeted and detailed feedback is critical to staying on track and bringing your vision to life within the agreed scope. Incomplete or unclear feedback can put you at risk of exceeding the agreed drafts, leading to additional costs that might impact your budget. Keep this in mind when reviewing and ensure your feedback is thorough and actionable.

Step 7:
Schedule a Feedback Meeting

Written feedback is essential, but a live discussion can bring clarity and reduce miscommunication. Set up a meeting to:

• Explain your feedback in detail.
• Ask questions about the creative decisions.
• Encourage a two-way dialogue where the agency can share their perspective.

Think of it as brainstorming 2.0—you’re refining ideas together, not issuing commands.

Great feedback is constructive, not destructive. Remember that your agency is your partner, not your adversary. They want to deliver greatness just as much as you do. A little kindness and humor go a long way in fostering a collaborative spirit.

Your Feedback Is the Secret Ingredient

The journey to creative greatness starts with thoughtful, actionable feedback. When you commit to a clear, collaborative process, your agency can refine the work and deliver something extraordinary—together with you.

So, the next time you’re reviewing concepts, pull out this checklist, pour yourself a cup of coffee (or something stronger—we won’t judge), and get to work.

About the Author

Tricia Fama is currently COO of Element Six Creative Group. She is a seasoned creative professional with 30+ years’ experience shaping impactful narratives and strategies within the realms of B2B pharma, life sciences and med tech/device sectors. Having traversed the landscapes of in-house creative agencies and as part of a marketing and design agency, she is a versatile expert with a comprehensive skill set. With a passion for understanding client needs deeply, she ensures a client-centric approach that goes beyond mere service – it’s about fostering meaningful partnerships.

Fueling Tricia’s leadership philosophy is the commitment to empathy through servant leadership.

Let’s Make Magic Together

Ready to create something amazing? Reach out to e6 at info@e6creative.com Let’s schedule a consultation and turn your vision into reality. Whether you’re kicking off a new project or refining an existing one, we’re here to bring your vision to life—one brilliant draft at a time.