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.