Pieter-Paul von Weiler and Matt Davies from BetterBriefs will discuss the common pitfalls of marketing briefs and offer practical advice for how to get to better briefs and briefings.
They will be joined by (Name) from (Company) and (Name) from (Company) who will give an insider's perspective on how they tackle this difficult, but important topic.
Topics covered:
- The common mistakes when it comes to briefs
- Which pitfalls should you avoid
- What constitutes a good brief
Key takeaways:
- You'll learn where most marketing briefs go wrong
- The most critical elements of a marketing brief to get right
- Thought leadership and tips + tricks from industry experts from both sides of the marketing/agency fence
About the presenters
Pieter-Paul von Weiler, 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.
Matt Davies, Co-founder, BetterBriefs
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.