Learn how to realise better, more effective ideas in less time, with greater certainty.
A deep dive with BetterBriefs into the insights from The BetterIdeas Project, a pioneering global study, addressing one of the most complex challenges facing marketers today: evaluating ideas effectively.
With insights from over 1,000 professionals across marketing teams and creative agencies, the findings reveal concerning trends and critical barriers impacting the industry. The aim of The BetterIdeas Project is to enhance creative decision-making and establish better idea evaluation practices, helping you deliver more impactful and high-quality work that you can truly be proud of.
Topics Covered:
- Do marketers and agencies feel proud about the creative work they put into the world?
- Why do so many marketers struggle with giving feedback and evaluating ideas?
- Do agencies trust the creative judgments of marketers?
- Is the rework rate of additional rounds of concepting going up or down?
Key Takeaways:
- What holds good idea evaluation practices back
- What you can do to set your organisation up for success when it comes to assessing ideas
- How to select and move forward with the right ideas for your organisation
About the presenters
Pieter-Paul von Weiler, Co-founder, BetterBriefs
Matt Davies, Co-founder, BetterBriefs
Matt Davies and Pieter-Paul von Weiler are two experienced former-creative agency strategists with decades of experience managing thousands of briefs and ideas.
In 2021, they co-founded BetterBriefs after conducting the largest and only global study into marketing briefs. The findings caused shockwaves in the industry by exposing a large lack of alignment between marketers and agencies when it comes to briefs and billions of dollars going to waste as a result.
Today, Matt and Pieter-Paul help marketers from all over the world through training, advice and knowledge sharing. With their publications, they want to help marketers and agencies engage in more objective discussions about briefs, brief writing and how ideas are assessed.
Driven by a commitment to share their expertise and elevate the industry, they have co-published influential studies on brief writing and idea evaluation. Their works include the groundbreaking study “BetterBriefs Project", the industry’s best practice guide "The Best Way for a Client to Brief an Agency," and a compendium titled "The Issues with Briefs and How to Make Them Better."
Combined, they have won over 20 Effie awards, including two Grand Effies and one IPA Effectiveness award.
Please note that the recording of the webinar is available to watch on demand for AMI members only.