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Campaign Brief + Creative Critique

Growth & Marketing

What it tests

Strategic campaign thinking, ability to brief creative teams, and judgment when reviewing work against a brief

Format

  1. 1Part 1 (45 min): Candidate writes a campaign brief for a fictional product launch — target audience, campaign goal, key message, creative direction, channels, and KPIs
  2. 2Part 2 (45 min): Candidate reviews three mock creative executions (ad concepts, email mockups) and gives written feedback — what works, what doesn't, and specific revision requests
  3. 3They prioritize: if only one revision can be made before launch, which and why?
  4. 4Debrief: walk through their feedback and defend one call they expect pushback on

What to look for

  • Is the brief specific enough that a designer could execute without a meeting?
  • Does creative feedback reference the brief, or is it based on personal taste?
  • Can they distinguish between 'I don't like this' and 'this doesn't serve the goal'?
  • Under debrief pressure: do they hold their creative POV or immediately defer?

Adaptation guide

Use a real brief your team recently wrote and the actual creative it produced. Candidates who catch the same issues your team debated in post-mortem are your hires.

Full description

Format:

  1. Part 1 (45 min): Candidate writes a campaign brief for a fictional product launch — target audience, campaign goal, key message, creative direction, channels, and KPIs
  2. Part 2 (45 min): Candidate reviews three mock creative executions (ad concepts, email mockups) and gives written feedback — what works, what doesn't, and specific revision requests
  3. They prioritize: if only one revision can be made before launch, which and why?
  4. Debrief: walk through their feedback and defend one call they expect pushback on

Time: 90 minutes

What to look for:

  • Is the brief specific enough that a designer could execute without a meeting?
  • Does creative feedback reference the brief, or is it based on personal taste?
  • Can they distinguish between "I don't like this" and "this doesn't serve the goal"?
  • Under debrief pressure: do they hold their creative POV or immediately defer?

Adaptation: Use a real brief your team recently wrote and the actual creative it produced. Candidates who catch the same issues your team debated in post-mortem are your hires.