--- title: BetterBriefs Library - A curated selection of content on brief writing and idea assessment. description: "BetterBriefs Library: Weekly articles on marketing briefs & idea evaluation from global thought leaders: case studies, interviews, podcasts & news." --- [Skip to content](https://www.betterbriefs.com/library#main-content) - [Home](https://www.betterbriefs.com) - [About](https://www.betterbriefs.com/about) - [Academy](https://www.betterbriefs.com/academy) - [BriefCoach®](https://www.betterbriefs.com/briefcoach_trial) - [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) - [BriefCoach®](https://www.betterbriefs.com/briefcoach_trial) - [Consulting](https://www.betterbriefs.com/consulting) - [Resources](https://www.betterbriefs.com/resources) [Academy Login](https://academy.betterbriefs.com/) # Library From BetterBriefs founders Pieter-Paul von Weiler and Matt Davies; a curated library on briefs, brief writing and idea evaluation—how to get to best practice. Listen to podcasts, read published articles, and explore perspectives. Subscribe to our newsletter below to receive updates. All contentAIBetterBriefs ProjectBetterIdeas Projectbrief writingcreative effectivenessevaluating ideasin the mediaobjectivesresearchtraining Filter by Tag All BRIEF WRITING EVALUATING IDEAS BETTERIDEAS PROJECT IN THE MEDIA BETTERBRIEFS PROJECT TRAINING AI RESEARCH CREATIVE EFFECTIVENESS OBJECTIVES ## [When you’re onto a good thing, resist the urge to change it](https://www.betterbriefs.com/library/marketing-brief-do-you-need-a-new-idea) ### In Short: BetterBriefs’ view: marketers are often too quick to brief something new. If a campaign is still working, the better decision may be to keep building on it rather than start again. \- Most... [Read More](https://www.betterbriefs.com/library/marketing-brief-do-you-need-a-new-idea) ## [The brief is the canary in the coal mine](https://www.betterbriefs.com/library/library/poor-brief-warning-sign-agency-relationship) ### In short: A muddled marketing brief is rarely just a writing problem; it's a warning sign about the health of the client-agency relationship.\* When an agency accepts an unclear brief without... [Read More](https://www.betterbriefs.com/library/library/poor-brief-warning-sign-agency-relationship) ## [The debrief: a look inside our latest Assessing Creative Ideas course](https://www.betterbriefs.com/library/a-look-inside-our-assessing-creative-ideas-course) ### Better brief writing is just the beginning. Once an agency comes back with their thinking, marketers face the next challenge: assessing the ideas, making decisions, and giving feedback that helps... [Read More](https://www.betterbriefs.com/library/a-look-inside-our-assessing-creative-ideas-course) ## [You don't have time to rush the brief](https://www.betterbriefs.com/library/rushing-a-marketing-brief-costs-you-time) ### In Short: Rushing a marketing brief doesn't save time; it just delays it to the most expensive stage of the process. \* BetterBriefs Project research found that nine out of ten marketers admit to... [Read More](https://www.betterbriefs.com/library/rushing-a-marketing-brief-costs-you-time) ## [Can a brief be too prescriptive?](https://www.betterbriefs.com/library/can-a-brief-be-too-prescriptive) ### In Short: BetterBriefs’ view: the best briefs create strategic clarity without narrowing the range of possible creative solutions. While briefs can never be too clear about the problem, they can... [Read More](https://www.betterbriefs.com/library/can-a-brief-be-too-prescriptive) ## [The Debrief: a look inside our Brief Writing course](https://www.betterbriefs.com/library/a-look-inside-our-brief-writing-course) *What’s it like to do the course?* It’s one of the most common questions we get.So let’s answer it!In this series, we’ll give you a look inside a recent [Academy course](https://www.betterbriefs.com/academy), a debrief of what happened, what... [Read More](https://www.betterbriefs.com/library/a-look-inside-our-brief-writing-course) ## [How AI is changing the way briefs are written](https://www.betterbriefs.com/library/how-ai-is-changing-brief-writing) In Short: - \- AI is a brilliant research partner, however it's not a strategist. It can help inform decisions made in briefs, but it can't make them for the brief writer.- Used as a hack to save... [Read More](https://www.betterbriefs.com/library/how-ai-is-changing-brief-writing) ## [What marketing briefs can learn from luggage tags](https://www.betterbriefs.com/library/what-marketing-briefs-can-learn-from-luggage-tags) In Short: This article explains what marketing briefs can learn from luggage tags: how to communicate complex information clearly in very little space.\* Every element on a luggage tag has a specific... [Read More](https://www.betterbriefs.com/library/what-marketing-briefs-can-learn-from-luggage-tags) ## [Not every brief needs to be a great brief](https://www.betterbriefs.com/library/task-brief-vs-strategic-brief) In Short: This article explains how to decide whether work needs a full strategic brief or a simple task brief. - \- One question decides: does this project require a new idea? If yes, write a... [Read More](https://www.betterbriefs.com/library/task-brief-vs-strategic-brief) ## [Why signing briefs should become the new norm](https://www.betterbriefs.com/library/why-signing-briefs-should-become-the-new-norm) In Short: This article looks at the importance of singing briefs: - When a brief is approved by everyone, it’s owned by no one. Adding a “Signed by” line creates accountability and sharper strategic... [Read More](https://www.betterbriefs.com/library/why-signing-briefs-should-become-the-new-norm) ## [What football can teach you about writing better briefs](https://www.betterbriefs.com/library/what-football-can-teach-marketers-about-writing-better-briefs) In Short: This article looks at what marketers can learn about writing better briefs from the management style of legendary football manager, Sir Alex Ferguson: - Strategy must be settled before... [Read More](https://www.betterbriefs.com/library/what-football-can-teach-marketers-about-writing-better-briefs) ## [The Brief Behind Three Super Bowl LX ads](https://www.betterbriefs.com/library/super-bowl-special-the-brief-behind-the-work) In Short: - \- Great ads don't start with ideas — they start with the brief. The Super Bowl shows what a sharp brief can produce. - \- Anthropic's "A Time and a Place" brief was about trust: Claude... [Read More](https://www.betterbriefs.com/library/super-bowl-special-the-brief-behind-the-work) ## [How to Use AI When Writing Briefs Without Looking Like You Used AI](https://www.betterbriefs.com/library/how-to-use-ai-for-brief-writing) In Short: This article explores the multifaceted relationship between AI and brief writing.- AI can be both helpful and unhelpful depending on how it is used in brief writing.- Human input is an... [Read More](https://www.betterbriefs.com/library/how-to-use-ai-for-brief-writing) ## [How to Write a Marketing Brief Your Agency will Love](https://www.betterbriefs.com/library/how-to-write-a-marketing-brief-your-agency-will-love) In Short: - \- How you write a brief directly affects how energised agencies feel working on it and the quality of ideas they produce.- Briefs that lack a clearly defined problem force creative teams... [Read More](https://www.betterbriefs.com/library/how-to-write-a-marketing-brief-your-agency-will-love) ## [Stop Using the Creative Process to Define Your Strategy](https://www.betterbriefs.com/library/stop-using-the-creative-process-to-define-your-strategy) In Short: - \- Creative ideas often miss the mark because the marketing strategy that's driving the brief is unclear.- Briefing agencies before the strategy is set leaves all the decisions to those... [Read More](https://www.betterbriefs.com/library/stop-using-the-creative-process-to-define-your-strategy) ## [Why You Shouldn’t Forget the Brief When Evaluating Ideas](https://www.betterbriefs.com/library/why-marketers-shouldnt-forget-the-brief-when-evaluating-ideas) In Short: - \- Most marketers say that briefs matter, but very few actually use them when judging creative ideas.- When the brief is ignored, feedback becomes subjective, driven by opinion and... [Read More](https://www.betterbriefs.com/library/why-marketers-shouldnt-forget-the-brief-when-evaluating-ideas) ## [How to Write a Better Marketing Brief: 6 Mistakes to Avoid](https://www.betterbriefs.com/library/how-to-write-a-better-marketing-brief-6-mistakes-to-avoid) In Short: - \- Great advertising starts with a clear, focused brief, yet most briefs fail to set agencies up for success.- Briefing too early and changing direction mid-process creates confusion,... [Read More](https://www.betterbriefs.com/library/how-to-write-a-better-marketing-brief-6-mistakes-to-avoid) ## [Why AI can't write the brief for you](https://www.betterbriefs.com/library/how-to-write-a-brief-with-ai) In Short: - \- AI can support brief writing, but it cannot replace the strategic thinking a marketer must do. - \- A strong brief requires intimate knowledge of a brand and the situation it faces in... [Read More](https://www.betterbriefs.com/library/how-to-write-a-brief-with-ai) ## [Why Brief Confusion Is Costing You Better Work](https://www.betterbriefs.com/library/brief-confusion-costing-better-work) In Short: - \- Confusion over which brief to use to evaluate creativity is costing marketers and agencies time, money and better work.- Marketing teams create the client-to-agency brief to convey... [Read More](https://www.betterbriefs.com/library/brief-confusion-costing-better-work) ## [Why words are killing your briefs](https://www.betterbriefs.com/library/how-to-write-a-creative-brief-without-jargon) In Short: - \- Briefs often fail not because of strategy, but because the language used is unclear or misinterpreted.- Marketers and agencies frequently speak different “brief languages,” creating... [Read More](https://www.betterbriefs.com/library/how-to-write-a-creative-brief-without-jargon) ## [A brief is not a briefing](https://www.betterbriefs.com/library/how-to-run-inspiring-briefings) In Short: - \- The brief is the document; the briefing is the experience that brings the brief to life.- Emailing a brief ticks a box but doesn't inspire deeper creative thinking or agency immersion.-... [Read More](https://www.betterbriefs.com/library/how-to-run-inspiring-briefings) ## [BetterBriefs to Better Results | Alan Hart Podcast](https://www.betterbriefs.com/library/betterbriefs-to-better-results) In this podcast, we sit down with Alan Hart, the host of [Deloitte Digital's Marketing Beyond podcast](https://www.deloittedigital.com/us/en/podcasts/marketing-beyond/matt-davies-pieter-paul-von-weiler-betterbriefs-marketing-briefs.html). We discuss why marketing briefs are the most important document in the agency-marketer... [Read More](https://www.betterbriefs.com/library/betterbriefs-to-better-results) ## [Why writing briefs doesn’t get easier with experience](https://www.betterbriefs.com/library/why-writing-briefs-doesnt-get-easier-with-experience) In Short: - \- Writing a good brief doesn’t automatically get easier with experience; senior marketers often face more complexity and pressure.- More stakeholders, bigger budgets and higher stakes can... [Read More](https://www.betterbriefs.com/library/why-writing-briefs-doesnt-get-easier-with-experience) ## [The cost of poor feedback](https://www.betterbriefs.com/library/the-cost-of-poor-feedback) In Short: - \- Excessive rounds of feedback drain time, budgets and creative energy, with the norm now five rounds compared to three in 2007.- Weak or unclear briefs amplify this problem, leaving... [Read More](https://www.betterbriefs.com/library/the-cost-of-poor-feedback) ## [Ask Us Anything webinar](https://www.betterbriefs.com/library/ask-us-anything-webinar) BetterBriefs hosted a webinar where marketers and agencies could literally ask us anything as long as it was related to briefs. Below you’ll find a selection of our favourite questions and how we... [Read More](https://www.betterbriefs.com/library/ask-us-anything-webinar) ## [Gains, losses, watchouts from AI](https://www.betterbriefs.com/library/gains-losses-watchouts-from-ai) Mi3 interviewed us for an article on whether AI can, and should, replace humans throughout the creative supply chain. Below is a short excerpt from that article originally published on 3 September... [Read More](https://www.betterbriefs.com/library/gains-losses-watchouts-from-ai) ## [Inspiring Futures Podcast](https://www.betterbriefs.com/library/inspiring-futures-for-briefs) Edward Cotton is a seasoned strategist working in New York and runs an excellent podcast called 'Inspiring Futures'. For our second appearance on the show - listen to the first one here - we wanted... [Read More](https://www.betterbriefs.com/library/inspiring-futures-for-briefs) ## [Never ask a friend to evaluate an idea](https://www.betterbriefs.com/library/why-you-should-never-ask-a-friend-to-evaluate-an-idea) In Short: - \- Personal opinions have no place in evaluating creative ideas, they undermine objective decision-making.- Emotional reactions are important but subjective; what one person likes may not... [Read More](https://www.betterbriefs.com/library/why-you-should-never-ask-a-friend-to-evaluate-an-idea) ## [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) In Short: - \- Most creative work gets ignored, yet we still persist with the same formula.- Marketers and agencies often forget that people aren’t just waiting for their ads to show up in their lives. [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 in marketing. [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. [Sleeping Barber](https://sleepingbarber.ca/)hosts [Marc...](https://www.linkedin.com/in/marcbinkley/) [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](http://marketingweek.com/ipa-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/poor-evaluation-practices-hold-great-ideas-back) [Read More](https://www.betterbriefs.com/library/poor-evaluation-practices-hold-great-ideas-back) ## [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) ## [Best Practice Guide & UK results launch](https://www.betterbriefs.com/library/why-poor-briefing) In 2022, at IPA’s Business Growth Conference, we launched a new best-practice guide titled 'The best way for a client to brief an agency'. Co-authored by Mark Ritson and published in partnership with... [Read More](https://www.betterbriefs.com/library/why-poor-briefing) ## [Mark Ritson on strategy in briefs](https://www.betterbriefs.com/library/the-horror-of-marketers-strategic-bankruptcy) Getting the strategy right before writing a brief is essential. And as Mark Ritson outlines many marketers struggle with this. The data from the BetterBriefs Project research was a key catalyst in... [Read More](https://www.betterbriefs.com/library/the-horror-of-marketers-strategic-bankruptcy) ## [Marketing's $200bn black hole](https://www.betterbriefs.com/library/the-200bn-black-hole) #### October 2021 was a watershed moment for the marketing industry as BetterBriefs launched its groundbreaking study into where most briefs go wrong and the financial impact a poor brief has. In one of... [Read More](https://www.betterbriefs.com/library/the-200bn-black-hole) ## [The Marketoonist on what bad briefs look like](https://www.betterbriefs.com/library/marketoonist-on-types-of-creative-briefs) ###### Based on the findings of our BetterBriefs Project, Tom Fishburne a.k.a. The Marketoonist developed this very clever cartoon. Creative, or marketing briefs as they're also known, can go wrong in so... [Read More](https://www.betterbriefs.com/library/marketoonist-on-types-of-creative-briefs) ## [Pieter-Paul von Weiler7 min read When you’re onto a good thing, resist the urge to change it In Short: BetterBriefs’ view: marketers are often too quick to brief something new. If a ... Start Reading](https://www.betterbriefs.com/library/marketing-brief-do-you-need-a-new-idea) ## [Pieter-Paul von Weiler6 min read The brief is the canary in the coal mine In short: A muddled marketing brief is rarely just a writing problem; it's a warning sign ... Start Reading](https://www.betterbriefs.com/library/library/poor-brief-warning-sign-agency-relationship) ## [Matt Davies4 min read The debrief: a look inside our latest Assessing Creative Ideas course Better brief writing is just the beginning. Once an agency comes back with their ... Start Reading](https://www.betterbriefs.com/library/a-look-inside-our-assessing-creative-ideas-course) ## [Pieter-Paul von Weiler5 min read You don't have time to rush the brief In Short: Rushing a marketing brief doesn't save time; it just delays it to the most ... Start Reading](https://www.betterbriefs.com/library/rushing-a-marketing-brief-costs-you-time) ## [Pieter-Paul von Weiler6 min read Can a brief be too prescriptive? In Short: BetterBriefs’ view: the best briefs create strategic clarity without narrowing ... Start Reading](https://www.betterbriefs.com/library/can-a-brief-be-too-prescriptive) ## [Pieter-Paul von Weiler4 min read The Debrief: a look inside our Brief Writing course What’s it like to do the course? It’s one of the most common questions we get. So let’s ... Start Reading](https://www.betterbriefs.com/library/a-look-inside-our-brief-writing-course) ## [Matt Davies7 min read How AI is changing the way briefs are written In Short: - AI is a brilliant research partner, however it's not a strategist. It can ... Start Reading](https://www.betterbriefs.com/library/how-ai-is-changing-brief-writing) ## [Pieter-Paul von Weiler3 min read What marketing briefs can learn from luggage tags In Short: This article explains what marketing briefs can learn from luggage tags: how to ... Start Reading](https://www.betterbriefs.com/library/what-marketing-briefs-can-learn-from-luggage-tags) ## [Pieter-Paul von Weiler5 min read Not every brief needs to be a great brief In Short: This article explains how to decide whether work needs a full strategic brief ... Start Reading](https://www.betterbriefs.com/library/task-brief-vs-strategic-brief) ## [Pieter-Paul von Weiler6 min read Why signing briefs should become the new norm In Short: This article looks at the importance of singing briefs: - When a brief is ... Start Reading](https://www.betterbriefs.com/library/why-signing-briefs-should-become-the-new-norm) ## [Pieter-Paul von Weiler4 min read What football can teach you about writing better briefs In Short: This article looks at what marketers can learn about writing better briefs from ... Start Reading](https://www.betterbriefs.com/library/what-football-can-teach-marketers-about-writing-better-briefs) ## [Pieter-Paul von Weiler3 min read The Brief Behind Three Super Bowl LX ads In Short: - Great ads don't start with ideas — they start with the brief. The Super Bowl ... Start Reading](https://www.betterbriefs.com/library/super-bowl-special-the-brief-behind-the-work) ## [Pieter-Paul von Weiler5 min read How to Use AI When Writing Briefs Without Looking Like You Used AI In Short: This article explores the multifaceted relationship between AI and brief ... Start Reading](https://www.betterbriefs.com/library/how-to-use-ai-for-brief-writing) ## [Pieter-Paul von Weiler4 min read How to Write a Marketing Brief Your Agency will Love In Short: - How you write a brief directly affects how energised agencies feel working on ... Start Reading](https://www.betterbriefs.com/library/how-to-write-a-marketing-brief-your-agency-will-love) ## [Matt Davies6 min read Stop Using the Creative Process to Define Your Strategy In Short: - Creative ideas often miss the mark because the marketing strategy that's ... Start Reading](https://www.betterbriefs.com/library/stop-using-the-creative-process-to-define-your-strategy) ## [Pieter-Paul von Weiler5 min read Why You Shouldn’t Forget the Brief When Evaluating Ideas In Short: - Most marketers say that briefs matter, but very few actually use them when ... Start Reading](https://www.betterbriefs.com/library/why-marketers-shouldnt-forget-the-brief-when-evaluating-ideas) ## [Pieter-Paul von Weiler7 min read How to Write a Better Marketing Brief: 6 Mistakes to Avoid In Short: - Great advertising starts with a clear, focused brief, yet most briefs fail to ... Start Reading](https://www.betterbriefs.com/library/how-to-write-a-better-marketing-brief-6-mistakes-to-avoid) ## [Matt Davies3 min read Why AI can't write the brief for you In Short: - AI can support brief writing, but it cannot replace the strategic thinking a ... Start Reading](https://www.betterbriefs.com/library/how-to-write-a-brief-with-ai) ## [Matt Davies6 min read Why Brief Confusion Is Costing You Better Work In Short: - Confusion over which brief to use to evaluate creativity is costing marketers ... Start Reading](https://www.betterbriefs.com/library/brief-confusion-costing-better-work) ## [Pieter-Paul von Weiler6 min read Why words are killing your briefs In Short: - Briefs often fail not because of strategy, but because the language used is ... Start Reading](https://www.betterbriefs.com/library/how-to-write-a-creative-brief-without-jargon) ## [Pieter-Paul von Weiler8 min read A brief is not a briefing In Short: - The brief is the document; the briefing is the experience that brings the ... Start Reading](https://www.betterbriefs.com/library/how-to-run-inspiring-briefings) ## [Pieter Paul37 min read BetterBriefs to Better Results | Alan Hart Podcast In this podcast, we sit down with Alan Hart, the host of Deloitte Digital's Marketing ... Start Reading](https://www.betterbriefs.com/library/betterbriefs-to-better-results) ## [Matt Davies6 min read Why writing briefs doesn’t get easier with experience In Short: - Writing a good brief doesn’t automatically get easier with experience; senior ... Start Reading](https://www.betterbriefs.com/library/why-writing-briefs-doesnt-get-easier-with-experience) ## [Pieter-Paul von Weiler5 min read The cost of poor feedback In Short: - Excessive rounds of feedback drain time, budgets and creative energy, with ... Start Reading](https://www.betterbriefs.com/library/the-cost-of-poor-feedback) ## [Pieter-Paul von Weiler3 min read Ask Us Anything webinar BetterBriefs hosted a webinar where marketers and agencies could literally ask us ... Start Reading](https://www.betterbriefs.com/library/ask-us-anything-webinar) ## [Matt Davies2 min read Gains, losses, watchouts from AI Mi3 interviewed us for an article on whether AI can, and should, replace humans ... Start Reading](https://www.betterbriefs.com/library/gains-losses-watchouts-from-ai) ## [Matt Davies1 min read Inspiring Futures Podcast Edward Cotton is a seasoned strategist working in New York and runs an excellent podcast ... Start Reading](https://www.betterbriefs.com/library/inspiring-futures-for-briefs) ## [Pieter-Paul von Weiler6 min read Never ask a friend to evaluate an idea In Short: - Personal opinions have no place in evaluating creative ideas, they undermine ... Start Reading](https://www.betterbriefs.com/library/why-you-should-never-ask-a-friend-to-evaluate-an-idea) ## [Pieter-Paul von Weiler5 min read Why most ads fail to get noticed (and how to fix it) In Short: - Most creative work gets ignored, yet we still persist with the same formula. ... Start Reading](https://www.betterbriefs.com/library/why-most-ads-fail-to-get-noticed-and-how-to-fix-it) ## [Pieter-Paul von Weiler1 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) ## [Matt Davies23 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 von Weiler1 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-Paul von Weiler9 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 Davies1 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 Davies1 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) ## [Pieter-Paul von Weiler1 min read Poor evaluation practices hold great ideas back. Start Reading](https://www.betterbriefs.com/library/poor-evaluation-practices-hold-great-ideas-back) ## [Matt Davies1 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) ## [Pieter-Paul von Weiler1 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, ... 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