--- title: BetterBriefs Library - the what and why of better marketing briefs description: An infrequent newsletter often packed with useful tips, tools and insight to help get to better briefs and ideas. --- [Skip to content](https://www.betterbriefs.com/betterbriefing/author/matt-davies#main-content) - [Home](https://www.betterbriefs.com) - [About](https://www.betterbriefs.com/about) - [Academy](https://www.betterbriefs.com/academy) - [Consulting](https://www.betterbriefs.com/consulting) - [Resources](https://www.betterbriefs.com/resources) [Academy Login](https://academy.betterbriefs.com/) [![BetterBriefs-Brandmark-Slow-LONG](https://www.betterbriefs.com/hs-fs/hubfs/Branding/BetterBriefs-Brandmark-Slow-LONG.gif?width=2957&height=589&name=BetterBriefs-Brandmark-Slow-LONG.gif)![BetterBriefs-Brandmark-Slow-LONG](https://www.betterbriefs.com/hs-fs/hubfs/Branding/BetterBriefs-Brandmark-Slow-LONG.gif?width=2957&height=589&name=BetterBriefs-Brandmark-Slow-LONG.gif)](https://www.betterbriefs.com/) - [Home](https://www.betterbriefs.com) - [About](https://www.betterbriefs.com/about) - [Academy](https://www.betterbriefs.com/academy) - [Consulting](https://www.betterbriefs.com/consulting) - [Resources](https://www.betterbriefs.com/resources) [Academy Login](https://academy.betterbriefs.com/) # Library An infrequent newsletter often packed with useful tips, tools and insight to help get to better briefs and ideas. All the articlesbetterbriefingBetterIdeas Projectcreative effectivenessevaluating ideasmedia Filter by Tag All BETTERBRIEFING MEDIA BETTERIDEAS PROJECT CREATIVE EFFECTIVENESS EVALUATING IDEAS ## [Why most ads fail to get noticed (and how to fix it)](https://www.betterbriefs.com/library/why-most-ads-fail-to-get-noticed-and-how-to-fix-it) The fact that you’re about to ignore this proves the very point of this article.It doesn’t matter what this says – if you don’t read it, the content doesn’t matter. The same goes for your next ad.... [Read More](https://www.betterbriefs.com/library/why-most-ads-fail-to-get-noticed-and-how-to-fix-it) ## [Marketing Week research](https://www.betterbriefs.com/library/marketing-week-research) #### Great to see other research out there validating the issues around the lack of training.  [Read More](https://www.betterbriefs.com/library/marketing-week-research) ## [Sleeping Barber podcast](https://www.betterbriefs.com/library/sleeping-barber-podcast) #### Founders Pieter-Paul von Weiler and Matt Davies joined Sleeping Barber hosts Marc Binkley and Vassilis Douros to discuss the critical role of creative briefs in marketing.  [Read More](https://www.betterbriefs.com/library/sleeping-barber-podcast) ## [What's stopping great ideas from flourishing?](https://www.betterbriefs.com/library/whats-stopping-great-ideas-from-flourishing) #### In a webinar we did for the WFA we unpacked what's stopping great ideas from flourishing.   [Read More](https://www.betterbriefs.com/library/whats-stopping-great-ideas-from-flourishing) ## [Define your enemy](https://www.betterbriefs.com/library/define-your-enemy) #### Marketing Strategies From Top CMOs: Five Marketing Strategies From Matt Davies and Pieter-Paul von Weiler Of BetterBriefs [Read More](https://www.betterbriefs.com/library/define-your-enemy) ## [‘Suboptimal process’: only 1/3 of agencies receive constructive feedback](https://www.betterbriefs.com/library/suboptimal-process) As the BetterIdeas Project revealed, only 30% of creative agencies receive clear and constructive feedback from their clients. Whilst it's sometimes difficult to align teams and stakeholders, those... [Read More](https://www.betterbriefs.com/library/suboptimal-process) ## [New IPA president Karen Martin delivers rousing call to creative action](https://www.betterbriefs.com/library/karen-martin) ​Our friends at the UK's Institute of Practitioners in Advertising (IPA) have a new President, Karen Martin. She put forward a passionate plea about the importance of creativity and claimed that the... [Read More](https://www.betterbriefs.com/library/karen-martin) ## [Poor evaluation practices hold great ideas back.](https://www.betterbriefs.com/library/betterideas) [Read More](https://www.betterbriefs.com/library/betterideas) ## [The fastest way to kill an idea](https://www.betterbriefs.com/library/the-fastest-way-to-kill-an-idea) The fastest way to kill an idea is to add another one. Strong ideas aren’t rejected outright. They’re killed by a thousand cuts. Watered down, overcomplicated, and revised to death. Our friend [Tom...](https://www.linkedin.com/in/tomfishburne/) [Read More](https://www.betterbriefs.com/library/the-fastest-way-to-kill-an-idea) ## [How to set objectives in briefs for better marketing results](https://www.betterbriefs.com/library/how-to-set-objectives-in-briefs-for-better-marketing-results) Most marketing briefs fail at the first step because of unclear objectives. Without them, campaigns lose focus, ideas miss the mark and results go unmeasured. [Read More](https://www.betterbriefs.com/library/how-to-set-objectives-in-briefs-for-better-marketing-results) ## [Why poor briefing is a waste of time, energy and resource](https://www.betterbriefs.com/library/why-poor-briefing) #### With one-third of marketing budgets wasted due to poor briefing, a recent survey reveals new insight on how the UK performs against our global contemporaries. What we can do ensure better business... [Read More](https://www.betterbriefs.com/library/why-poor-briefing) ## [The horror of marketers’ strategic bankruptcy is about to be laid bare](https://www.betterbriefs.com/library/the-horror-of-marketers-strategic-bankruptcy) As the Better Briefs Project will reveal this week, 90% of marketers fail to brief agencies effectively, and their failures begin with a total lack of strategy. [Read More](https://www.betterbriefs.com/library/the-horror-of-marketers-strategic-bankruptcy) ## [The $200bn black hole](https://www.betterbriefs.com/library/the-200bn-black-hole) #### The $200bn black hole: Marketers wasting a third of budgets by giving agencies crap briefs with non-existent strategy; here’s the proof and how to fix it. Professor Mark Ritson was right all along:... [Read More](https://www.betterbriefs.com/library/the-200bn-black-hole) ## [Marketoonist on types of creative briefs](https://www.betterbriefs.com/library/marketoonist-on-types-of-creative-briefs) ###### Veteran agency planners Matt Davies and Pieter-Paul von Weiler released a study this week on the state of the marketing brief as part of their [Better Briefs Project](https://www.betterbriefs.com/). It was the first global and... [Read More](https://www.betterbriefs.com/library/marketoonist-on-types-of-creative-briefs) ## [Pieter Paul3 min read Why most ads fail to get noticed (and how to fix it) The fact that you’re about to ignore this proves the very point of this article. It ... Start Reading](https://www.betterbriefs.com/library/why-most-ads-fail-to-get-noticed-and-how-to-fix-it) ## [Pieter Paul< 1 min read Marketing Week research Great to see other research out there validating the issues around the lack of training. Start Reading](https://www.betterbriefs.com/library/marketing-week-research) ## [Pieter Paul< 1 min read Sleeping Barber podcast Founders Pieter-Paul von Weiler and Matt Davies joined Sleeping Barber hosts Marc Binkley ... Start Reading](https://www.betterbriefs.com/library/sleeping-barber-podcast) ## [Pieter Paul< 1 min read What's stopping great ideas from flourishing? In a webinar we did for the WFA we unpacked what's stopping great ideas from flourishing. Start Reading](https://www.betterbriefs.com/library/whats-stopping-great-ideas-from-flourishing) ## [Pieter Paul8 min read Define your enemy Marketing Strategies From Top CMOs: Five Marketing Strategies From Matt Davies and ... Start Reading](https://www.betterbriefs.com/library/define-your-enemy) ## [Matt Davies< 1 min read ‘Suboptimal process’: only 1/3 of agencies receive constructive feedback As the BetterIdeas Project revealed, only 30% of creative agencies receive clear and ... Start Reading](https://www.betterbriefs.com/library/suboptimal-process) ## [Matt Davies< 1 min read New IPA president Karen Martin delivers rousing call to creative action Our friends at the UK's Institute of Practitioners in Advertising (IPA) have a new ... Start Reading](https://www.betterbriefs.com/library/karen-martin) ## [BetterBriefs< 1 min read Poor evaluation practices hold great ideas back. Start Reading](https://www.betterbriefs.com/library/betterideas) ## [BetterBriefs< 1 min read The fastest way to kill an idea The fastest way to kill an idea is to add another one. Strong ideas aren’t rejected ... Start Reading](https://www.betterbriefs.com/library/the-fastest-way-to-kill-an-idea) ## [BetterBriefs< 1 min read How to set objectives in briefs for better marketing results Most marketing briefs fail at the first step because of unclear objectives. Without them, ... Start Reading](https://www.betterbriefs.com/library/how-to-set-objectives-in-briefs-for-better-marketing-results) ## [BetterBriefs< 1 min read Why poor briefing is a waste of time, energy and resource With one-third of marketing budgets wasted due to poor briefing, a recent survey reveals ... Start Reading](https://www.betterbriefs.com/library/why-poor-briefing) ## [Matt Davies1 min read The horror of marketers’ strategic bankruptcy is about to be laid bare As the Better Briefs Project will reveal this week, 90% of marketers fail to brief ... Start Reading](https://www.betterbriefs.com/library/the-horror-of-marketers-strategic-bankruptcy) ## [Matt Davies< 1 min read The $200bn black hole The $200bn black hole: Marketers wasting a third of budgets by giving agencies crap ... Start Reading](https://www.betterbriefs.com/library/the-200bn-black-hole) ## [BetterBriefs< 1 min read Marketoonist on types of creative briefs Veteran agency planners Matt Davies and Pieter-Paul von Weiler released a study this week ... Start Reading](https://www.betterbriefs.com/library/marketoonist-on-types-of-creative-briefs) #### Subscribe to our newsletter [![BetterBriefs-Logo-Slow-250px-GIF](https://20663496.fs1.hubspotusercontent-na1.net/hub/20663496/hubfs/Placeholders/BetterBriefs-Logo-Slow-250px-GIF.gif?width=250&name=BetterBriefs-Logo-Slow-250px-GIF.gif)](https://www.betterbriefs.com/) - [Home](https://www.betterbriefs.com) - [About](https://www.betterbriefs.com/about) - [Academy](https://www.betterbriefs.com/academy) - [Consulting](https://www.betterbriefs.com/consulting) - [Resources](https://www.betterbriefs.com/resources) © Copyright 2025 - [Terms & Conditions](https://www.betterbriefs.com/terms_conditions) - [Privacy Policy](https://www.betterbriefs.com/privacy_policy) ```json { "@context" : "https://schema.org", "@type" : "Organization", "address" : { "@type" : "PostalAddress", "addressCountry" : "", "addressLocality" : "Victoria", "addressRegion" : "Australia", "postalCode" : "", "streetAddress" : "Melbourne" }, "knowsLanguage" : "en", "logo" : { "@type" : "ImageObject", "url" : "https://20663496.fs1.hubspotusercontent-na1.net/hubfs/20663496/Branding/BB_stacked_social.png" }, "name" : "BetterBriefs Pty Ltd", "url" : "https://www.betterbriefs.com/betterbriefing/author/matt-davies" } ``` ```json { "@context" : "https://schema.org", "@type" : "WebSite", "name" : "BetterBriefs", "url" : "https://www.betterbriefs.com/" } ```