20: From BetterBriefs to better results: Insights from Matt Davies and Pieter-Paul von Weiler, co-founders at BetterBriefs
Description
In today’s episode, Alan sits down with BetterBriefs co-founders Matt Davies and Pieter-Paul von Weiler to discuss why they think marketing briefs are the most important document in the agency-marketer relationship, how approaching briefs as contracts may influence results, and the effect that clarity in briefs has on creativity. Matt and Pieter-Paul also share insights from the BetterBriefs Project, the first-ever global study on marketing briefs, revealing a widespread disconnect between marketers and agencies that can lead to billions in wasted budgets. In addition, they share findings from the follow-on BetterIdeas Project, showing that many brands lack criteria, tools and training to evaluate ideas properly, fueling the trust gap between agencies and marketers.
Matt and Pieter-Paul have won more than 20 marketing effectiveness awards, including two Grand Effies. With decades of experience managing thousands of briefs across global markets, they bring deep expertise and practical insights on how to improve briefs and evaluate ideas more productively. Their company, BetterBriefs, trains marketers worldwide on how to brief better and realize more effective ideas.
In this episode, you'll learn:
Why poorly written briefs can waste large amounts of budget and stall creativity
Ways to write better briefs that lead to more effective ideas
Why treating marketing briefs as contracts improves agency results
Strategies that help build trust between marketers and agencies for better collaboration
Key quotes:
“The more people we get to decide on which idea is right for our business, the more we end up being that child in kindergarten, mixing all the paint together. And we all know what kind of color we end up with.” - Pieter-Paul von Weiler, co-founder of BetterBriefs
“If our strategy [in a brief] is ill-defined, we’re not setting agencies up for success.” - Matt Davies, co-founder of BetterBriefs
“You commission an artist and let them roam free so they can do their best work. Agencies
United States
