What does it really mean to judge creativity?

The concept of ‘creativity’ has been the subject of a cascade of academic research for over 50 years. There’s no shortage of theories on how to generate creativity, how to harness it, capture and capitalise on it. However, despite the recognition that creativity underpins so much in our society, it remains a difficult concept to judge. Sure, there are theories and frameworks that seek to measure creative work but I think creativity maintains an almost ethereal quality.

When I was asked to join the panel of Judges for the upcoming Creative Moment Awards, I was both excited but also aware of the challenges in judging others’ hard work objectively. 

Many of us ‘feel’ creativity. It’s a force that makes us look twice, that challenges us, delights us, that electrifies the hairs on the back of our neck. There’s a gut instinct that tells you, this is special. Teresa Ambile of Harvard Business School, whose work on creativity is highly regarded, says that everyone has the ability to instinctually judge what is creative and what is not. 

So, if we can all recognise creativity, where does that leave us ‘experts’?

Well, as Ambile says (perhaps, unsurprisingly), when judging creativity it takes a well-selected group of credible experts to go beyond the gut and towards objectivity. 

The panel chosen by Creative Moment to judge this year’s entries represent expertise across the creative spectrum. From in-house creatives to agency heads and independent creative consultants such as myself, we’re not only focused on the ‘big’ ideas but on the measurable returns of those ideas.That’s why I am particularly happy that this year’s awards also includes the category ‘Best purpose campaign, including sustainability’. Creativity with genuine purpose, that makes a real difference is what we need more than ever.  

And, as the saying goes, “creative without strategy is called art”. When you break creativity down, there are a host of factors that can be assessed; how it answers a problem, it’s originality or novelty, its usefulness or appropriateness, its connection to the brand and its genuine desire to encourage positive change, for example. All the entries for this year’s awards must demonstrate the strategic thinking that inspired the creative response.

Using such measures doesn’t mean that gut instinct doesn’t come into it at all, but it is about how strong the judge’s ‘gut’ muscle is. Creative strength is built by immersing yourself in as many creative experiences and inspiration as possible. The more you invest in time to think, to dream, read and explore, the stronger that muscle becomes. 

Building in visits to events, experiences, galleries and travel is not only something I love, but a vital part of my work. It enables me to spot originality, to recognise novelty and connect the work to the bigger brand picture. 

The creative work I deliver for brands is a result of this constant search for inspiration. I can only deliver originality by knowing and appreciating what else exists! 

The winners of this year’s Creative Moment Awards will be announced online on November 12th. I am sure the winning ideas will be an amazing source of inspiration and I am so looking forward to delving into this year's entries and being inspired by them to push myself even further creatively. 

Meredith O'Shaughnessy is the CEO of experience and innovation consultancy, Meredith Collective. She has dedicated her life to the world of experiences. From working in the heady world of 90's nightclubs to advising multinationals on how to benefit from changing consumer trends she inherently understands what makes people tick. Described as an experiential wizard, she is an award winning creative powerhouse who delights in helping brands emotionally engage with their target markets whilst gaining market share in original and bold ways.

Her work is regularly featured in the global media from Vogue to The Independent, BBC to CBS. Whilst brands such as Whirlpool, Manolo Blahnik and Warner Bros leverage her original thinking and strategic approach across their channels.

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