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.
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.