In brief “Creativity” is too thin as an award criterion. It can mean originality, brand fit, courage or feasibility. Sound criteria break creative quality down into specific dimensions derived from the contract. Each dimension has test questions and evaluation anchors that are fixed before the presentation.
Why one word is not enough
If all jury members say “creative” but mean different things, the decision is not transparent, just politely disguised. Good criteria force everyone to check their own impression against the same questions before it becomes a grade.
Eight quality dimensions and their test questions
| Dimension | Questions for the jury |
|---|---|
| Understanding of the task | Is the actual problem recognised? Are the assignment, context and target groups processed, or is the briefing merely repeated? |
| Strategic logic | Is the path from the starting point to the solution coherent? Are assumptions, priorities and conflicting goals recognisable? |
| Relevance and impact | Does the approach reach the defined target groups and support the intended change? |
| Distinctiveness and brand | Does the solution have a distinctive profile, and is it grounded in the brand? |
| Feasibility | Are resources, time, channels, production and internal processes realistically taken into account? |
| Sustainability | Is it addressed specifically, for example in production, media, accessibility and social impact? |
| Team and collaboration | Are the proposed people professionally suitable, available and able to deal productively with criticism? |
| Economic plausibility | Do the scope of services, resources and price assumptions fit together? Are risks named? |
Not every procedure needs all eight. Too many criteria often only create the impression of precision. Each dimension must be justified by the contract and make the decision easier.
Separate suitability, award and contract
An agency’s experience is not the same as the quality of the proposed team. What is examined as a suitability criterion, what counts in the award and what is later secured by contract should be clearly separated from the start.
Weighting quality and price
The BVergG 2018 is generally based on the technically and economically most advantageous offer. Awarding the contract on the basis of the lowest price requires a service that can be described clearly and completely. This is rarely the case with creative services.
How quality and price are weighted must be justified by the subject of the contract and announced in advance. A weighting of 70 per cent quality to 30 per cent price is plausible for creative and intellectual services and, in many cases, our recommendation. How the points are calculated: evaluating creative concepts
Frequently asked questions
Can sustainability be an award criterion?
Yes, if it is described specifically and in relation to the contract, for example in production, materials or accessibility, and does not merely serve as a heading.
How many award criteria make sense?
As few as possible, as many as necessary. Each dimension must make the decision easier rather than reflect the wish to consider everything equally important.