This behavioral question evaluates your communication skills in handling delicate creative revisions, crucial because you often bridge marketer intent and creative output.
Use the SBI (Situation-Behavior-Impact) model or a similar structure. Acknowledge what worked first, then reference the brief to pinpoint the gap, and suggest a concrete alternative rather than just saying what’s wrong.
Start by walking through the moment with a calm, collaborative tone, not a corrective one. Say plainly that you treated the draft as a starting point, not a failure, and that your first move was to reread the brief alongside the copy to identify the exact gap, whether it was tone, target audience, or a missing call to action. Then explain how you framed your feedback around that brief rather than personal taste, using phrases like "the brief asks for a more playful voice" instead of "this feels off." Offer a concrete alternative, perhaps a revised headline or a rewritten opening line, and ask the copywriter if that direction aligns with their thinking. In the Philippine BPO context, where deadlines and client expectations are tight, emphasize that you kept the revision loop efficient by scheduling a quick huddle or chat message, not a long email thread. Mention that you acknowledged what worked in the draft first, which builds trust, and that you stayed open to their pushback since they might have seen a problem with your suggestion. Close by noting that the final piece was stronger because both of you contributed, and that you now always clarify the brief's "non-negotiables" upfront to prevent the same issue.
A common mistake is to say 'Pwede pa-revise, parang hindi okay eh' which is vague and unhelpful. Always anchor feedback on the original creative brief and provide a better-phrased example.
Situation
At my last role in a BPO company’s marketing team, we were launching a new employee referral program. The copywriter's initial draft for the internal email used a very formal, HR-policy style, whereas the brief called for a warm, conversational tone to excite employees.
Task
I needed to get the copy revised without demotivating the copywriter and while keeping the project on track.
Action
I first appreciated the writer’s clarity and completeness. Then I pointed to two specific paragraphs from the brief that highlighted the friendly tone we wanted, and I gave concrete examples: instead of 'Pursuant to the program guidelines,' we could say 'Guess what? Referring a friend just got more rewarding!' I framed the feedback as aligning to the brief, not as personal criticism, and I asked for their suggestions on making it sound more like a chat within the company.
Result
The copywriter was receptive, even added a catchy subject line, and the revised email achieved a 35% open rate and 100+ referral applications in the first week, double the baseline.
Specific, brief-anchored feedback makes revisions collaborative, not confrontational.
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