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....

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Marketing Week research

Great to see other research out there validating the issues around the lack of training in marketing. 

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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. 

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What's stopping great ideas from flourishing?

In a webinar we did for the WFA we unpacked what's stopping great ideas from flourishing.  

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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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Poor evaluation practices hold great ideas back.

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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...

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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.

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Best Practice Guide & UK results launch

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...

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The horror of marketers’ strategic bankruptcy is about to be laid bare

As the BetterBriefs Project reveals, 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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