Marketing Idea Scorecard: Evaluate Campaign Ideas

Rate an idea on seven tests, get a score out of 100, and find the weakest link to fix before it costs money. Load a worked example from 15 industries; every brand in them is fictional. Built from the planning practice I learned in my agency years at Asiatic (JWT), adapted for today’s channels.

LinkedIn WhatsApp

Example

The idea in one line

Distinctive · Could only come from this brand3

Relevant · Solves a real problem or tension for the audience3

Participatory · Gives people a reason to join in or share3

On strategy · Clearly delivers the brief and positioning3

Makeable · Can be made well with the time and budget3

Measurable · We will know if it worked3

Scalable · Can grow across channels, markets or time3

Score-

Weakest link-

FormulaScore = sum of seven tests (each 1 to 5) ÷ 35 × 100

What to do next

Show the working, step by step

Where I used this

A winter brand campaign at Praava Health lifted footfall by about 190%, with Beauty & Wellness up 68% year on year.

Read the case: 2022–23 winter brand campaign: repositioning & driving footfall →

Step beforeBrief the work: Creative brief builder Next stepPlan the measures: Campaign measurement plan Same stageIs it a fair deal? Value exchange checker

Everything is calculated in your browser. Nothing you type is sent or stored.

Score it together

An idea scorecard is most useful as a conversation tool: ask three or four people to score independently, then discuss the tests where scores differ most. That is usually where the real risk sits. A high score does not guarantee success, but a very low score on any single test is a reliable warning.

Before scoring, make sure the idea answers a clear brief. The creative brief builder helps.

Get new free tools by email. One short note when a new tool or essay goes live. No spam, unsubscribe any time.

Got an idea worth backing?

Bring your scorecard to a free 30-minute call, and I will help you fix its weakest link before you spend a cent.

Book a free call

Questions

How do you evaluate a marketing idea?

Against a few consistent tests: is it distinctive, relevant, on strategy, makeable, measurable, does it invite participation and can it scale? Scoring each from 1 to 5 makes the discussion concrete.

What score is good enough?

Around 80 out of 100 suggests a strong idea; 60 to 80 is promising but needs work. Any single test scored 1 is worth fixing regardless of the total.

Can I change the tests?

Yes. These seven cover most briefs, but some projects need others, such as cost per participant or cultural fit across markets.

Marketing idea scorecard