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 Weiler4 min read
Never ask a friend to evaluate an idea
Strong creative ideas are driven by passion. However, getting to great ideas is hard. ...
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Pieter-Paul von Weiler3 min read
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 ...
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Pieter-Paul von Weiler< 1 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 Weiler< 1 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 Weiler8 min read
Define your enemy
Marketing Strategies From Top CMOs: Five Marketing Strategies From Matt Davies and ...
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Pieter-Paul von Weiler< 1 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 Weiler1 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 Weiler< 1 min read
Marketoonist on types of creative briefs
Veteran agency planners Matt Davies and Pieter-Paul von Weiler released a study this week ...
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