Gallant launches The Distillery to stop good ideas being killed by bad feedback
Gallant Creative Advisory has launched The Distillery, an independent creative assessment service designed to help marketers and agencies make better decisions during the early concept stage.
Many creative testing and review products are most useful later in development, when executions are close to finished and much of the production investment has already been made. By then, improving the central idea can mean significant cost, delay or compromise.
The Distillery is designed to intervene earlier.
Says Andrew Howie, founder, Gallant: “Good ideas are often killed, weakened or made less interesting long before they reach production. The problem is rarely a shortage of feedback. It is that the feedback is subjective, conflicting and not anchored to a clear view of what the work needs to achieve.”
The Distillery reviews creative concepts against the four pillars of the Gallant Creative Framework: Coherence. Credibility. Distinctness. Effectiveness.
Reviewing work at concept stage places greater emphasis on the strength of the idea rather than the polish of its execution. This helps reduce subjective reactions and gives marketers and agencies greater confidence that the work they progress can build the brand and deliver against its commercial objectives.
The framework draws on Howie’s more than 20 years of agency and client-side marketing experience across Amazon, Taco Bell, Westpac and Meat & Livestock Australia. His work has contributed to business growth, brand turnarounds and creative effectiveness recognised with Grand and multiple Gold Effies.
Says Howie: “The Distillery is not there to replace judgement. It is there to make judgement clearer, more consistent and more useful while a strong idea can still be protected, sharpened and improved.”
The Distillery offers single creative reviews, concept comparisons, competitive reviews and ongoing quarterly creative assessment.
The launch coincides with a refreshed Gallant Creative Advisory brand and website, bringing its creative assessment, advisory and development services together under a sharper proposition.
The Distillery is available at gallantcreativeadvisory.com/distillery, with more on Gallant at gallantcreativeadvisory.com.
Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin. Subscribe to Campaign Brief Magazine.
#More Creative News #No paywalls #No annual membership fees
Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel