"As an award-winning copywriter
I was often criticised for being a bit too free with my opinions.
So now I’m charging for them."
Ever since advertising began, attempts have been made to ascertain whether it will have the desired effect.
Because great advertising has the potential to be much more effective than run-of-the-mill work, it's important to know whether the ideas presented to you fall into the former category or the latter.
For decades, the most common form of concept testing has been market research, usually in the form of focus groups comprising consumers whose opinions are probed by a moderator.
In this era of increased accountability, A Second Opinion is unique in that it comes from within the industry group that's actually responsible for originating the advertising concepts – the creative community.
There are numerous 'experts' in all the ancillary areas of advertising and marketing, but ironically, none dedicated exclusively to assessment and evaluation of the actual advertising itself. Which is a gaping hole that's now been filled.
What is A Second Opinion, in a nutshell?
It's expert, impartial, creative appraisal of proposed advertising concepts by an experienced, award-winning former Creative Director/Copywriter.
Consumers may well be qualified and experienced at consuming, but they usually don't have a clue about what it takes to develop advertising, or what sort of advertising is likely to be impactful, motivating, habit-changing or the myriad of other functions advertising is capable of and expected to achieve. Nor are they often able to articulate their thinking.
On the other hand, A Second Opinion is able to explain the reasons for any assessment based on solid advertising principles and the experience and awareness of thousands of advertising approaches developed not only by A Second Opinion in a previous life, but the work of other creative people, including an encyclopaedic knowledge of work that's appeared all over the world during the past 3 decades.
It's the ability to spot greatness, originality and powerful potential in an idea that only an experienced creative person can really provide. Why? Because a good, experienced creative person has a much more sophisticated grasp of the complex alchemy that's involved in the creation of advertising. And an innate ability to see the potential in the most basic of outlines.
Currently, as far as we're aware A Second Opinion is the only specialist creative appraisal service available and as such could be invaluable in helping advertising clients to determine which ideas to run with, and which to reject.
