Skip to content

BetterBriefing

An infrequent newsletter often packed with useful tips, tools and insight to help get to better briefs and ideas.

Sign up for BetterBriefings emails

‘Suboptimal process’: only 1/3 of agencies receive constructive feedback

As the BetterIdeas Project revealed, only 30% of creative agencies receive clear and constructive feedback from their clients. Whilst it's sometimes difficult to align teams and stakeholders, those...

Read More

New IPA president Karen Martin delivers rousing call to creative action

​Our friends at the UK's Institute of Practitioners in Advertising (IPA) have a new President, Karen Martin. She put forward a passionate plea about the importance of creativity and claimed that the...

Read More

The fastest way to kill an idea

The fastest way to kill an idea is to add another one.

Strong ideas aren’t rejected outright.

They’re killed by a thousand cuts.

Watered down, overcomplicated, and revised to death.

Our friend Tom...

Read More

How to set objectives in briefs for better marketing results

Most marketing briefs fail at the first step because of unclear objectives. Without them, campaigns lose focus, ideas miss the mark and results go unmeasured.

Read More

The most important components in marketing briefs

CARTOON 1 of 5

This is the first in a series of five cartoons created especially for us by Tom Fishburne (aka The Marketoonist).

Each cartoon visualises a key issue facing marketing briefs as...

Read More

Why poor briefing is a waste of time, energy and resource

With one-third of marketing budgets wasted due to poor briefing, a recent survey reveals new insight on how the UK performs against our global contemporaries.

What we can do ensure better business...

Read More

The horror of marketers’ strategic bankruptcy is about to be laid bare

As the Better Briefs Project will reveal this week, 90% of marketers fail to brief agencies effectively, and their failures begin with a total lack of strategy.

Read More

The $200bn black hole

The $200bn black hole: Marketers wasting a third of budgets by giving agencies crap briefs with non-existent strategy; here’s the proof and how to fix it.

Professor Mark Ritson was right all along:...

Read More

Marketoonist on types of creative briefs

Veteran agency planners Matt Davies and Pieter-Paul von Weiler released a study this week on the state of the marketing brief as part of their Better Briefs Project. It was the first global and...
Read More
Matt Davies< 1 min read

‘Suboptimal process’: only 1/3 of agencies receive constructive feedback

As the BetterIdeas Project revealed, only 30% of creative agencies receive clear and ...
Start Reading
Matt Davies< 1 min read

New IPA president Karen Martin delivers rousing call to creative action

Our friends at the UK's Institute of Practitioners in Advertising (IPA) have a new ...
Start Reading
BetterBriefs< 1 min read

Poor evaluation practices hold great ideas back.

Start Reading
BetterBriefs< 1 min read

The fastest way to kill an idea

The fastest way to kill an idea is to add another one. Strong ideas aren’t rejected ...
Start Reading
BetterBriefs< 1 min read

How to set objectives in briefs for better marketing results

Most marketing briefs fail at the first step because of unclear objectives. Without them, ...
Start Reading
Admin5 min read

The most important components in marketing briefs

CARTOON 1 of 5 This is the first in a series of five cartoons created especially for us ...
Start Reading
BetterBriefs< 1 min read

Why poor briefing is a waste of time, energy and resource

With one-third of marketing budgets wasted due to poor briefing, a recent survey reveals ...
Start Reading
Matt Davies1 min read

The horror of marketers’ strategic bankruptcy is about to be laid bare

As the Better Briefs Project will reveal this week, 90% of marketers fail to brief ...
Start Reading
Matt Davies< 1 min read

The $200bn black hole

The $200bn black hole: Marketers wasting a third of budgets by giving agencies crap ...
Start Reading
BetterBriefs< 1 min read

Marketoonist on types of creative briefs

Veteran agency planners Matt Davies and Pieter-Paul von Weiler released a study this week ...
Start Reading