The subjective nature of a creative concept in advertising frequently results in inconsistent teaching approaches and inaccurate evaluation criteria.

Creativity in general is difficult to define and challenging to evaluate. Advertising creativity presents additional complexities, considering the pragmatic parameters of commercial and strategic objectives in this context. The criteria of a creative advertising concept extend beyond originality and innovation towards goal-directed, user-centric problem solving. It is accepted that the concept plays a fundamental role in creating compelling advertising communication that resonates with audiences. Effective teaching of conceptual communication therefore becomes a core focus in meaningful advertising education.

Definitions of a creative concept have been explored through a variety of lenses, with a range of criteria identified in the evaluation of advertising effectiveness. Views of agency professionals were compared with educators to clarify the parameters of a “Big Idea”. In further research, a tool was developed for advertising practitioners to evaluate concepts during the creative process, and dimensions of creativity were identified to assess audiences’ responses towards advertising.

However, these frameworks were developed in a different age of brand communication, with traditional advertising utilised as the primary instrument of measurement. Radical developments in digital technology, including tools in artificial intelligence, have made a dramatic impact on marketing tactics, reshaping the world of creative advertising communication to connect with increasingly empowered and well-informed audiences.

This paper aims to develop a renewed set of criteria towards a framework for the evaluation of creative advertising concepts within the context of digital communication, and for the purpose of creative education. The framework is based on an integrated review of criteria from existing literature to synthesise the critical characteristics of a creative concept. This set of criteria will consider the impact of digital technology on creative communication to ensure teaching approaches are in alignment with current industry trends. The review of these evaluation criteria will provide a consistent and relevant point of reference for educators and students in the fields of advertising and creative education.

This paper works towards future research that will examine the criteria from varying viewpoints, including academic lecturers, students, and industry practitioners, to determine the value of the framework in the context of creative advertising education and current industry practice.

Keywords: Creativity, advertising education, conceptual communication, digital marketing.