What should a creative review ask for besides which version people like?
If your creative reviews end in a vote for a favorite, ask for reasons first. Give everyone the same brief and criteria, and have reviewers explain what each version communicates, where it's unclear and which audience need it serves.
Separate personal taste from a claim about the customer. A room can agree on a favorite version without agreeing on why it fits the assignment. Then ask what evidence would change each person's assessment. A concern about comprehension might need a reader test, and a concern about a product claim needs source verification. A preference for a color may simply need a decision owner.
The responsible person then synthesizes the feedback and makes the choice. Consensus on every detail isn't required, and the team shouldn't be left to satisfy contradictory comments without guidance.
Send the reasoning back with the decision, so contributors know which feedback led to a change and which didn't. That gives the next draft a direction and keeps the pile of opinions to reconcile from growing.