Ideas are powerful.
They solve problems. They open opportunities.
Ideas change people’s minds.
That’s why evaluating them matters.
But too often, ideas don’t get a fair shot.
Often, they don’t get evaluated properly.
Feedback is vague, or personal opinion shapes decision-making.
The wrong people get the final say.
The result?
Diluted ideas and more rounds of rework and swirl.
The BetterIdeas Project reveals the reality of how ideas are evaluated today.
And it’s ready for your download.
Great feedback sharpens ideas.
But without training, most marketers default to personal preference, more tweaks, or vague requests.
Because the difference between a great idea and a forgettable idea is often the quality of the feedback.
Pieter-Paul von Weiler 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 Publicis Amsterdam, Publicis London, Saatchi & Saatchi and AJF Partnership. Pieter-Paul has served as an Effie judge across Australia and APAC for over a decade.
Together with co-founder Matt Davies, 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). Pieter-Paul (together with Matt) 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.