---
title: Assessing Creative Ideas Global Report
description: BetterIdeas Project Report—1,000+ marketers expose idea evaluation roadblocks. Global groundbreaking study on idea evaluation with WFA & IPA; free download
---

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# BetterIdeas Project Global Report

##### A groundbreaking study on creative idea evaluation with input from over 1000 marketers and agency folk.

 

This study reveals the biggest roadblocks to better creative decision making and highlights the key issues holding brands back from realising more impactful ideas. 

Getting to more effective ideas that we take greater pride is the ambition and this report offers some solutions to help you get there.

Key findings include: 

\- Most creative work fails to stand out: 75% of marketers and 54% agree.   
\- Only half of marketers (53%) and a quarter of agencies (24%) feel the quality of creative work is getting better over time.   
\- With an average of 5 rounds the rework rate is high and time-consuming.   
\- Only 36% of marketers and 26% of agencies feel proud of their work. 

BetterBriefs launched this study in partnership with the [World Federation of Advertisers (WFA)](http://wfanet.org/knowledge/item/2025/04/18/what-s-holding-back-brilliant-ideas) and The Institute of Practitioners in Advertising (IPA). 

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