If we consider this principle, then, criticism does not remain the demon it is often made out to be. In fact, criticism is valuable and points out flaws that can be remedied.
For the most part, jobs that call for the transformation of original input and creative ideas into workable solutions leave one's work open to criticism. Thus, when a creative job, such as that of a designer or architect, is advertised, one of the prerequisites is "the ability to take criticism in a healthy manner."
Advertising is one of the areas where you must have a thick skin if you want to succeed.
Developing a thick skin allows you to focus on where you went wrong. It also allows you to approach your own work more objectively and build upon your strengths in a way that is beneficial to both you and your client. An effective ad not only promotes a product or brand but also reflects the effort that went into creating it.
Contrary to popular opinion, creativity is a quality that can be acquired and successfully honed. What is needed is an understanding of the areas you need to strengthen.
Sometimes a particular ad does not work. But since an advertisement is the result of many factors—creative input, research insights, media-planning directives, and so on—pinpointing the exact reason for its failure may not be an easy task. Also, unlike individual selling efforts, advertising reaches audiences via mass media. Therefore, the term "failed ad" can be misleading; what appeals to one particular group may not appeal to another.
Because advertising is a revenue-dependent industry, creativity requires accountability. Ad-agency professionals, particularly creative professionals such as copywriters, photographers, art directors, etc., often provide original ideas which are then tested for practicality and mass appeal. Consequently, their work is under observation most of the time.
There are two types of feedback in the ad agency: that which comes from within the team and that which comes from outside (including feedback from the client who is paying for the work).
In ad agencies, all ideas go through an immediate test. In a group consisting of writers, designers, and photographers, ideas are immediately dissected and analyzed. A person may put forth many efforts and find that only one idea gets accepted in the end—after it undergoes many changes to suit various additional requirements.
Creative professionals tend to be attached to their creations. This is not surprising and can affect the dynamic at work within the creative team itself. It is vital that all individuals on the team have a clear understanding of the direction of the ad they are working on together. Ideas must be discussed openly, and dissent should not be taken personally. Only when the team's direction is clear can it look at communicating with the client.
Note that the ultimate goal is the same for both you and the client who owns the product or brand: you both want a successful, persuasive ad.
At times, clients will consider themselves members of the creative team. Thus, if a client is criticizing your work as an advertising professional, it is not because he or she has a personal issue with you.
Viewing criticism in a positive light lies at the heart of success. It goes a long way toward generating effective work. By accepting criticism and acting upon it positively, you become more flexible and more skilled.
