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 industry “got lost in short-termism, AI, mega-mergers, budget pressures, regulatory constraints, and tech bros cosplaying as Bond villains”.
She also cited our BetterIdeas report, which highlights the inefficiencies in processes, poor feedback, and weak briefs are undermining the potential for creative excellence.
Karen Martin on briefs and ideas:
"Inefficient processes, poor feedback and bad briefs are all getting in the way of outstanding creativity.”
Read the full article here as published on the IPA's website.
Keywords: Institute of Practitioners in Advertising (IPA), briefs, ideas
Matt Davies is the co-founder of BetterBriefs, an advisory and training business that helps marketers write better briefs and deliver more impactful ideas. A highly awarded former agency strategist, having worked at Clemenger BBDO, Design Bridge, Arnold Worldwide, AJF Partnership, as well as running his own agency.
Together with co-founder Pieter-Paul von Weiler, he wrote the BetterBriefs Project and The Best Way for a Client to Brief an Agency, a practical guide for marketers to improve the quality of briefs, co-authored by Mark Ritson and published in partnership with the Institute of Practitioners in Advertising (IPA). Matt (together with Pieter-Paul) also led the BetterIdeas Project, a global study exposing the poor state of the creative evaluation process. The study aims to improve the creative decision-making and evaluation practices and was launched in partnership with the World Federation of Advertisers (WFA) and the IPA.