--- title: BetterBriefs Library - A curated selection of content on brief writing and idea assessment. | Pieter-Paul von Weiler description: 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. --- [Skip to content](https://www.betterbriefs.com/library/author/pieter-paul-von-weiler#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/) # Pieter-Paul von Weiler 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 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) ## [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) ## [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) ## [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) ## [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-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) ## [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) ## [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) ## [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) ## [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, ... Start Reading](https://www.betterbriefs.com/library/how-to-set-objectives-in-briefs-for-better-marketing-results) ## [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 ... Start Reading](https://www.betterbriefs.com/library/why-poor-briefing) ## [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 ... Start Reading](https://www.betterbriefs.com/library/marketoonist-on-types-of-creative-briefs) #### 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/pieter-paul-von-weiler" } ``` ```json { "@context" : "https://schema.org", "@type" : "VideoObject", "contentUrl" : "https://20663496.fs1.hubspotusercontent-ap1.net/hubfs/20663496/video_assets/317397626357/inherited/web_optimized.mp4", "dateModified" : "2026-03-25T10:56:32.212Z", "duration" : "PT1M", "height" : 1080, "name" : "What do you think of my business idea", "thumbnailUrl" : "https://20663496.fs1.hubspotusercontent-ap1.net/hubfs/20663496/What%20do%20you%20think%20of%20my%20business%20idea.mp4/medium.jpg", "uploadDate" : "2026-03-25T10:56:20.209Z", "width" : 1920 } ``` ```json { "@context" : "https://schema.org", "@type" : "VideoObject", "contentUrl" : "https://20663496.fs1.hubspotusercontent-ap1.net/hubfs/20663496/video_assets/317414727110/inherited/web_optimized.mp4", "dateModified" : "2026-03-25T10:43:20.263Z", "duration" : "PT45S", "height" : 1080, "name" : "The Choice Pepsi Super Bowl", "thumbnailUrl" : "https://20663496.fs1.hubspotusercontent-ap1.net/hubfs/20663496/The%20Choice%20%20Pepsi%20%20Super%20Bowl.mp4/medium.jpg", "uploadDate" : "2026-03-25T10:43:10.030Z", "width" : 1920 } ``` ```json { "@context" : "https://schema.org", "@type" : "VideoObject", "contentUrl" : "https://20663496.fs1.hubspotusercontent-ap1.net/hubfs/20663496/video_assets/317397625321/inherited/web_optimized.mp4", "dateModified" : "2026-03-25T10:34:13.188Z", "duration" : "PT1M", "height" : 1080, "name" : "Budweiser Super Bowl LX Commercial American Icons", "thumbnailUrl" : "https://20663496.fs1.hubspotusercontent-ap1.net/hubfs/20663496/Budweiser%20%20Super%20Bowl%20LX%20Commercial%20American%20Icons.mp4/medium.jpg", "uploadDate" : "2026-03-25T10:34:03.361Z", "width" : 1920 } ``` ```json { "@context" : "https://schema.org", "@type" : "VideoObject", "contentUrl" : "https://20663496.fs1.hubspotusercontent-ap1.net/hubfs/20663496/Why%20poor%20briefing%20is%20a%20waste%20of%20time%2c%20energy%20and%20resource%20IPA%20Business%20Growth%20Conference%202022.mp4", "dateModified" : "2025-08-18T03:43:19.620Z", "duration" : "PT25M26S", "height" : 720, "name" : "Why poor briefing is a waste of time, energy and resource IPA Business Growth Conference 2022", "thumbnailUrl" : "https://20663496.fs1.hubspotusercontent-ap1.net/hubfs/20663496/Why%20poor%20briefing%20is%20a%20waste%20of%20time%2c%20energy%20and%20resource%20IPA%20Business%20Growth%20Conference%202022.mp4/medium.jpg", "uploadDate" : "2025-08-18T03:43:10.367Z", "width" : 1280 } ``` ```json { "@context" : "https://schema.org", "@type" : "WebSite", "name" : "BetterBriefs", "url" : "https://www.betterbriefs.com/" } ```