The scoreboard, and what is not on it. The hard targets, how often each is actually
looked at, and the quiet signals that never reach a dashboard.
Asset Delivery Time
The percentage of creative assets (e.g., social graphics, ad banners, email headers) delivered on or before the agreed deadline.
Target · 90%+ on-time delivery If you had 20 assets due in a month, you'd need to deliver 18 or more on time. Missing a deadline for a major campaign launch would be a big deal.
Adherence to Brand Guidelines
The number of times a submitted creative asset needs revisions specifically because it didn't follow our brand guidelines (e.g., wrong font, off-brand colour, incorrect logo usage).
Target · <5% of submitted work requires brand compliance revisions Out of 50 projects, if only 2 needed a change because the logo was too small, you're hitting the target. More than 2 or 3 means we need to review the guidelines again together.
Revisions per Project
The average number of rounds of feedback and revisions needed for standard creative projects before final approval.
Target · Average ≤2 rounds of revisions on standard projects If a typical social media campaign asset takes 3-4 rounds of changes, we'd want to understand why and see that brought down to 2, indicating clearer initial concepts or better brief interpretation.
Campaign Engagement Contribution
Your creative's contribution to key engagement metrics for the campaigns you work on (e.g., click-through rate, video view rate, social media shares).
Target · Creative contributes to a 5-10% lift in relevant engagement metrics vs. previous benchmarks If a previous ad campaign had a 1.5% CTR, and your creative helps achieve 1.65% or higher, that's a good sign. We'll look at the overall campaign, of course, but your creative is a big part of it.
Creative Brief Interpretation
How well you translate a marketing brief into a compelling creative concept, asking the right questions and ensuring the final output addresses the core problem.
- You'll be proactively asking clarifying questions early in the process, rather than just taking the brief at face value. Senior creatives or campaign managers will comment on how well your initial concepts align with the strategic intent, often saying things like, 'You really understood what we were trying to achieve here.' We'll see fewer 'misses' in the first round of concepts.
Proactive Problem Solving
Your ability to spot potential creative or logistical issues early in a project and propose solutions, rather than waiting for problems to escalate.
- You'll come to your manager with a challenge, but also with a couple of ideas on how to fix it. For example, if a requested image isn't available, you'll suggest alternatives or a different creative approach before being asked. Feedback from project managers will highlight your helpfulness in navigating unforeseen hurdles.
Collaboration and Feedback Integration
How effectively you work with other teams (like campaign managers or content writers) and incorporate feedback to improve your creative work, without losing the core idea.
- You'll be known for being easy to work with, even when feedback is tough. You'll demonstrate an ability to distil conflicting comments into actionable revisions, explaining your rationale when you push back on something. Stakeholders will feel heard and respected, even if every single suggestion isn't implemented. We'll see a smooth flow of communication and fewer bottlenecks in the review process.
Creative Growth and Innovation
Your willingness to experiment with new creative approaches, tools, or styles, pushing the brand's aesthetic forward while staying true to its core.
- You'll regularly share examples of cool campaigns or visual trends you've seen, suggesting how we might adapt them. You'll propose trying a new format for a social post or a different visual style for an ad. The work you produce will show a subtle evolution over time, moving beyond just 'safe' executions and exploring more engaging avenues.
