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Objectives are the most crucial element of a marketing brief to get right. A brief with strong objectives sets agencies and creatives on the right path. 

However, despite their importance, we know that many marketers struggle with setting the right objectives. 

In this session, we’ll unpack this difficult topic and try to make it simple.

Topics we’ll cover: 

  • The difference between setting a good objective and a poor one. 

  • How to set clear and effective objectives in briefs. 

  • What is needed for strong objective setting.

  • Important considerations during objective setting.

  • Common pitfalls and their consequences to watch out for.

To help unpack this tricky topic, BetterBriefs has invited marketing effectiveness expert Rob Brittain and creative trailblazer Lizi Hamer.

Your objective is simple, lock the 5th of December into your diary and register below.

Missed the webinar? 


Request the recording:

About our speakers:

Lizi Hamer

Lizi Hamer

Lizi Hamer is the Global Executive Creative Director at Octagon and co-founder of No2ndPlace, an agency driving social change through sport. Over 20 years, she has led award-winning campaigns, positive law changes, and innovations. Named one of the world’s most creative women by The Drum, Lizi is also co-author of Creative Superpowers and co-founder of SisuGirls.

Connect with Lizi on LinkedIn.

Rob Brittain

Rob Brittain

Rob co-authored the “Advertising Effectiveness Rules” together with Peter Field and has spent 20 years in commercial roles, including leading Marketing Effectiveness at ANZ Bank Banking Group and Marketing Analytics at Mondelez International across the Asia-Pacific region.

Connect with Rob on LinkedIn.

Pieter-Paul von Weiler

Pieter-Paul von Weiler

Co-founder of BetterBriefs, ex-agency strategist. Pieter-Paul trains the world's biggest and most ambitious brands how to get better at writing briefs and evaluating ideas after having conducted the largest and first global study into briefs. Having won numerous Effie awards, including two Grand Effies and one IPA Effectiveness award, he knows client briefs and their effectiveness inside out.

Connect with Pieter-Paul on LinkedIn.