BetterBriefing

Define your enemy

Marketing Strategies From Top CMOs: Five Marketing Strategies From Matt Davies and Pieter-Paul von Weiler Of BetterBriefs

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‘Suboptimal process’: only 1/3 of agencies receive constructive feedback

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...

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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 President, Karen Martin. She put forward a passionate plea about the importance of creativity and claimed that the...

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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 new insight on how the UK performs against our global contemporaries.

What we can do ensure better business...

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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 agencies effectively, and their failures begin with a total lack of strategy.

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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:...

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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. It was the first global and...

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