--- title: What's stopping great ideas from flourishing? description: BetterBriefs & the World Federation of Advertisers reveal how poor practices block great ideas—and share solutions how to imrpove. image: https://www.betterbriefs.com/hubfs/wfa-lg-1.png --- [Skip to content](https://www.betterbriefs.com/library/whats-stopping-great-ideas-from-flourishing#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/) ![](https://www.betterbriefs.com/hs-fs/hubfs/wfa-lg-1.png?width=300&name=wfa-lg-1.png) [Pieter-Paul von Weiler](https://www.betterbriefs.com/library/author/pieter-paul-von-weiler)May 12, 2025, 7:55:21 AM # What's stopping great ideas from flourishing? #### In a webinar we did for the WFA we unpacked what's stopping great ideas from flourishing.   Julia Kraft, Associate Director, Global Marketing Services, has done a write-up of the event and the key opportunities for change:   \- Great ideas are being held back—not by a lack of talent, but by poor practices \- Too often, ideas are judged too quickly and too subjectively \- Endless feedback loops and decision-by-committee also kill momentum Our favourite quote from the WFA write up:  “We believe that creativity is the backbone of effective marketing.  But for that creativity to thrive, we must refine the processes that surround it.  The BetterIdeas Project identifies a roadmap for improving the creative process, starting with better briefs, clearer feedback, and a stronger sense of trust and collaboration between marketers and agencies.” Read the write-up and watch the webinar [here](https://www.wfanet.org/knowledge/item/2025/04/18/what-s-holding-back-brilliant-ideas).   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](https://www.betterbriefs.com/research) and [The Best Way for a Client to Brief an Agency](https://www.betterbriefs.com/resources), 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](https://www.betterbriefs.com/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.  ### [Pieter-Paul von WeilerSep 22, 2026, 1:37:12 PM7 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 campaign is still working, the better ... Start Reading](https://www.betterbriefs.com/library/marketing-brief-do-you-need-a-new-idea) ### [Pieter-Paul von WeilerSep 2, 2026, 3:36:52 PM6 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 about the health of the client-agency ... Start Reading](https://www.betterbriefs.com/library/library/poor-brief-warning-sign-agency-relationship) ### [Matt DaviesAug 25, 2026, 12:40:01 PM4 min read The debrief: a look inside our latest Assessing Creative Ideas course Better brief writing is just the beginning. Once an agency comes back with their thinking, marketers face the next challenge: ... 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Julia Kraft, Associate Director, Global Marketing Services, has done a write-up of the event and the key opportunities for change: - Great ideas are being held back—not by a lack of talent, but by poor practices - Too often, ideas are judged too quickly and too subjectively - Endless feedback loops and decision-by-committee also kill momentum Our favourite quote from the WFA write up: “We believe that creativity is the backbone of effective marketing. But for that creativity to thrive, we must refine the processes that surround it. The BetterIdeas Project identifies a roadmap for improving the creative process, starting with better briefs, clearer feedback, and a stronger sense of trust and collaboration between marketers and agencies.” Read the write-up and watch the webinar here. 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.", "url" : "https://www.betterbriefs.com/library/whats-stopping-great-ideas-from-flourishing", "wordCount" : "495" } ``` ```json { "@context" : "https://schema.org", "@type" : "WebSite", "name" : "BetterBriefs", "url" : "https://www.betterbriefs.com/" } ```