--- 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 WeilerAug 6, 2026, 11:13:26 AM5 min read You don't have time to rush the brief In Short: Rushing a marketing brief doesn't save time; it just delays it to the most expensive stage of the process. \* ... Start Reading](https://www.betterbriefs.com/library/rushing-a-marketing-brief-costs-you-time) ### [Pieter-Paul von WeilerJul 22, 2026, 12:15:41 PM6 min read Can a brief be too prescriptive? In Short: BetterBriefs’ view: the best briefs create strategic clarity without narrowing the range of possible creative ... Start Reading](https://www.betterbriefs.com/library/can-a-brief-be-too-prescriptive) ### [Pieter-Paul von WeilerJul 8, 2026, 1:20:56 PM4 min read The Debrief: a look inside our Brief Writing course What’s it like to do the course? It’s one of the most common questions we get. So let’s answer it! In this series, we’ll give ... 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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/" } ```