Alan sits down with BetterBriefs co-founders Matt Davies and Pieter-Paul von Weiler to discuss why they think the marketing brief is the most essential document in the agency-marketer relationship, how approaching briefs as contracts may influence results, and the effect that clarity in briefs has on creativity. They also share insights from the BetterBriefs Project and their latest research, the BetterIdeas Project. Both reveal a widespread skills gap in marketing brief writing and idea evaluation across the industry.  

In 2021, Matt and Pieter-Paul launched BetterBriefs after conducting the first-ever global study on marketing briefs. The study revealed a significant lack of alignment between marketers and agencies, causing a disconnect that leads to billions in wasted budgets. Today, BetterBriefs supports marketers and agencies worldwide with training, advice, and free reports, all focused on encouraging more objective and practical conversations about marketing briefs and idea assessment. 

Drawing on more than 20 industry awards for marketing effectiveness and decades of experience managing thousands of briefs in global markets, Matt and Pieter-Paul bring deep expertise and practical insights designed to elevate the quality and impact of campaigns throughout the industry.