Pieter-Paul von Weiler 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). Pieter-Paul 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 (Publicis, Saatchi & Saatchi, AJF Partnership), his work has been recognised with two Grand Effies in 2014 and 2017 and [one IPA Effectiveness Award, and he has served as an Effie judge in Australia and across APAC for a decade.
Blog Post by Pieter-Paul von Weiler
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 ...
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Pieter-Paul von Weiler3 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 ...
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Pieter-Paul von Weiler4 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 ...
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Pieter-Paul von Weiler6 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 ...
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Pieter-Paul von Weiler5 min read
Why words are killing your briefs
In Short: - Briefs often fail not because of strategy, but because the language used is ...
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Pieter-Paul von Weiler7 min read
A brief is not a briefing
In Short: - The brief is the document; the briefing is the experience that brings the ...
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Pieter-Paul von Weiler5 min read
The cost of poor feedback
In Short: - Excessive rounds of feedback drain time, budgets and creative energy, with ...
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Pieter-Paul von Weiler3 min read
Ask Us Anything webinar
BetterBriefs hosted a webinar where marketers and agencies could literally ask us ...
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Pieter-Paul von Weiler5 min read
Never ask a friend to evaluate an idea
In Short: - Personal opinions have no place in evaluating creative ideas, they undermine ...
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Pieter-Paul von Weiler4 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. ...
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Pieter-Paul von Weiler1 min read
Marketing Week research
Great to see other research out there validating the issues around the lack of training ...
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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.
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Pieter-Paul von Weiler9 min read
Define your enemy
Marketing Strategies From Top CMOs: Five Marketing Strategies From Matt Davies and ...
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Pieter-Paul von Weiler1 min read
Poor evaluation practices hold great ideas back.
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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, ...
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Pieter-Paul von Weiler2 min read
Best Practice Guide & UK results launch
In 2022, at IPA’s Business Growth Conference, we launched a new best-practice guide ...
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Pieter-Paul von Weiler1 min read
The Marketoonist on what bad briefs look like
Based on the findings of our BetterBriefs Project, Tom Fishburne a.k.a. The Marketoonist ...
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