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 need to be guided... and they need to be informed on what they need to do and how they apply their commercial creativity." - Pieter-Paul von Weiler, co-founder of BetterBriefs

"Just because you have an opinion [on an idea] doesn't mean that that opinion is informed [or] justified." Matt Davies, co-founder of BetterBriefs

Key highlights:

[00:30] Introduction

[02:30] Why are there two guests here?

[03:20] The brutally honest collaboration origin story

[08:50] Strategies to waste less money

[11:35] The brief is a contract

[14:45] Balancing clarity with room for creativity

[17:55] Briefs versus ideas

[19:00] Tips to improve relationships between markets and agencies

[23:20] Contributing factors for poor idea assessments

[28:00] An experience that defines you: Diversity of experience and getting fired

[33:15] Advice to your younger self: Be a student of the industry and stop trying to outsmart everyone

[35:15] Where marketing science fits in

[38:15] Largest opportunity and threat to marketers today: Tighter budgets and the need to write fewer briefs while being more effective

Resources mentioned:

BetterBriefs

BetterBriefs research

2021 marketing briefs study

Apple's "1984" Super Bowl Ad

Sony Bravia's Bouncy Balls

Guinness's "Surfer"

The Effie's

The IPA Effectiveness Awards

The Ehrenberg-Bass Institute for Marketing Science

Dr. Byron Sharp

Dr. Karen Nelson-Field

Peter Field

Les Binet

Adam Morgan

System1

Jan-Benedict Steenkamp

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Connect with Pieter-Paul von Weiler, Matt Davies, and BetterBriefs:

Pieter-Paul von Weiler on LinkedIn

Matt Davies on LinkedIn

BetterBriefs on LinkedIn

Connect with Alan Hart and Deloitte Digital:

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