Before presenting, each idea must answer YES to all of these criteria. If an idea can't pass all 8, it's not ready—or it's not right.
Instant Meaning
Can someone outside advertising understand this in under 3 seconds?
If it requires explanation, it's not an ad—it's a riddle.
Emotional Charge
Does it make people feel something?
Logic makes people think. Emotion makes people act.
Memory Hook
Will people remember this tomorrow?
Forgettable work is money burned. The idea must stick.
Strategic Truth
Does it communicate the right thing?
Brilliant execution of the wrong message is still failure.
Competitive Separation
Could a competitor run this?
If yes, kill it. The idea must be uniquely yours.
Extension Potential
Can this become a campaign, not just an ad?
One-off ideas have limited value. Think in systems.
Cultural Fit
Does this match the brand's personality?
A joke from a serious brand damages trust.
Shareability
Would people show this to friends?
In the social age, earned media multiplies paid media.
Quick Checklist
