Better critique, better work. Equip your teams with the skills and tools to evaluate creative and deliver better results
In today’s highly competitive and complex marketing world, the ability to generate standout creative isn’t enough. Evaluating creative ideas and giving constructive feedback are just as critical. Yet, 63% of marketers*admit they struggle to critique work effectively, leading to missed opportunities and costly mistakes.
Research shows that 26% of UK marketing budgets are wasted on creative that underperforms, either because it doesn’t connect with audiences or because poor feedback resulted in rework and delays.
Despite these challenges, formal training in creative critique remains rare. Marketers often rely on instinct or experience rather than structured frameworks, leaving them ill-equipped to guide teams toward the best possible work. This is where our Better Critique training comes in. This course arms your team with the tools to review creative ideas with a critical eye - improving outcomes, driving efficiency, and ensuring brand consistency.
This isn’t just a ‘nice-to-have’ skill; it’s a core marketing competency. From reviewing agency work to managing in-house creative teams, the ability to assess, refine, and shape ideas directly impacts on your brand’s success.
In a marketing environment where every pound counts, every piece of creative work must deliver. Investing in your team’s ability to critique and refine ideas will help you consistently produce work that not only stands out but also performs. After all, a great idea is only brilliant if it delivers results, and our Better Critique module helps you make sure of that.
We work with B2B & B2C clients, both in the UK & globally
We work virtual-first & in real life, depending on location
We work with all types of briefs, channels & disciplines
We consistently achieve over 90% attendee satisfaction
Without proper critique, even the most promising ideas can get lost in execution, or worse, never reach their full potential. By attending this course, your team will gain the ability to:
and guide them toward effective implementation.
while meeting business objectives and KPIs.
in the creative process, promoting fairness and learnings.
while ensuring creative consistency across channels.
to deliver quality output at pace.
by reducing costly rework.
All AAR trainers have client backgrounds ensuring they have real understanding and experience of the ask, task and challenges your teams face, combined with AAR’s in-depth knowledge of the industry we all serve.
Only training that is memorable will stick – we have developed materials and a unique training style that works across all categories, all types of agencies and a range of disciplines, whether creative or media, and B2B or B2C.
Training is only effective if it drives real change; our combined package of group training AND follow up wash up session are a real game changer in delivering genuine behavioural change and commercial success.
I liked the tools that were shared and instantly saw how we can use them to gather and manage stakeholder feedback, which can be tricky at times for the teams. There are real practical learnings I can instantly put into place that will help. I’m definitely going to ask more questions and ensure everyone recaps the brief every time before work is shared.
Head of Marketing, Financial Services
Ready to take the next step and equip your teams with the skills and knowledge to evaluate creative work effectively, improve outcomes, and deliver campaigns that hit the mark every time? Let’s chat about how AAR can help.
Better Critique is part of the Better Work: Core Marketing skills programme delivered by AAR which includes Better Briefing, Better Evaluation, Better Critique and Better Agency Management.
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