--- title: BetterBriefs Library - A curated selection of content on brief writing and idea assessment. | Matt Davies description: Matt Davies is co-founder of BetterBriefs, an advisory and training business that helps marketers write tighter briefs and realise more impactful ideas. He co-authored the largest global study into marketing briefs, the BetterBriefs Project, and led follow-on research into how ideas are evaluated, the BetterIdeas Project, launched with the World Federation of Advertisers (WFA) and the Institute of Practitioners in Advertising (IPA). Matt is also co-author of [The Best Way for a Client to Brief an Agency, created with Mark Ritson in partnership with the IPA, a practical guide that improves briefing quality and effectiveness. A highly awarded former agency strategist (BBDO, HAVAS, AJF Partnership), his work has been recognised with multiple Effie Awards. --- [Skip to content](https://www.betterbriefs.com/library/author/matt-davies#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/) # Matt Davies Matt Davies is co-founder of BetterBriefs, an advisory and training business that helps marketers write tighter briefs and realise more impactful ideas. He co-authored the largest global study into marketing briefs, the BetterBriefs Project, and led follow-on research into how ideas are evaluated, the BetterIdeas Project, launched with the World Federation of Advertisers (WFA) and the Institute of Practitioners in Advertising (IPA). Matt is also co-author of \[The Best Way for a Client to Brief an Agency, created with Mark Ritson in partnership with the IPA, a practical guide that improves briefing quality and effectiveness. A highly awarded former agency strategist (BBDO, HAVAS, AJF Partnership), his work has been recognised with multiple Effie Awards. [mailto:matt@betterbriefs.com](mailto:matt@betterbriefs.com) ## Blog Post by Matt Davies ## [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) ## [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) ## [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) ## [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) ## [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) ## [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) ## [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) ## [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) ## [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) ## [Matt Davies1 min read Mark Ritson on strategy in briefs Getting the strategy right before writing a brief is essential. And as Mark Ritson ... Start Reading](https://www.betterbriefs.com/library/the-horror-of-marketers-strategic-bankruptcy) ## [Matt Davies1 min read Marketing's $200bn black hole October 2021 was a watershed moment for the marketing industry as BetterBriefs launched ... Start Reading](https://www.betterbriefs.com/library/the-200bn-black-hole) #### 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) - [BriefCoach®](https://www.betterbriefs.com/briefcoach_trial) - [Consulting](https://www.betterbriefs.com/consulting) - [Resources](https://www.betterbriefs.com/resources) © Copyright 2026 - [Terms & Conditions](https://www.betterbriefs.com/terms_conditions) - [Privacy Policy](https://www.betterbriefs.com/privacy_policy) - [FAQs](https://www.betterbriefs.com/frequently-asked-questions) - [Library](https://www.betterbriefs.com/library) - [Compendium](https://www.betterbriefs.com/compendium) ```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/library/author/matt-davies" } ``` ```json { "@context" : "https://schema.org", "@type" : "WebSite", "name" : "BetterBriefs", "url" : "https://www.betterbriefs.com/" } ```