Free Brand & Creative Tools
Campaign Concept Scorecard
Score campaign concepts against objective, audience, insight, distinctiveness, channel fit, and feasibility.
What this tool does
Weighted criteria make the reasons behind a recommendation visible without pretending creativity is purely numerical.
Score campaign concepts against objective, audience, insight, distinctiveness, channel fit, and feasibility.
Weighted criteria make the reasons behind a recommendation visible without pretending creativity is purely numerical.
Use the tool
Evaluate a campaign concept
Name the concept and score each criterion.
Concept criteria
Live result
75/100
Directional concept score
- Objective
- 8/10
- Audience
- 7/10
- Insight
- 6/10
- Distinctive
- 8/10
- Channel
- 7/10
- Feasible
- 9/10
Add written strengths, risks, and evidence before recommending a direction.
How to use it
Three quick steps
- 1Name the concept and score each criterion.
- 2Review the total alongside written strengths and risks.
- 3Verify the result in its real production context. A high score does not predict campaign performance; evidence, craft, execution, and distribution still matter.
Worked example
Example: Campaign Concept Scorecard
Evaluate three launch concepts against one agreed brief before production.
FAQ
Questions about the campaign concept scorecard
Practical details about using the tool and understanding its result.
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