1、TheProjectBetterIdeasGLOBAL REPORTCopyright 2025 BetterBriefs Pty LtdHandled with care,survey research can reveal big truths.Critical to this project was to get unvarnished perspectives on the creative process from both marketers and agencies.By using questions that went beyond surface-level respons

2、es,we uncovered both emotional truths and rational insights that illuminate the challenges when evaluating creative ideas.”MATT DAVIES&PIETER-PAUL VON WEILERCO-FOUNDERS,BetterBriefsBrands thrive by realising great ideas.However,in these times of attention scarcity and channel fragmentation,getting t

3、o them has never mattered more.Great ideas are no coincidence.They are the result of a trusting relationship and careful assessment.Many hands touch ideas,but not enough nurture them.This report explores the state of ideas and creative decision making.We hope it ignites conversations amongst your te

4、ams and helps you get to better ideas.”VAUGHAN FLOODFOUNDER,FLOODof this projectpurposeTheThe BetterIdeas Project:global reportThis timely report is something of a wake-up call for our industry,but one which also alerts us to quick wins in efficiency and effectiveness:because good briefs and good br

5、iefings achieve both.The IPA is delighted to endorse its publication as stimulus for new,improved processes and better training.Good briefs,the data suggests,are universally understood to be business-critical but somehow dont pull through as a reference point for evaluation.They serve as starting gu

6、ns for creative development but then seem to be disregarded as scorecards,however loosely that scorecard might or should be held.In their absence at the back end,we overestimate our ability to evaluate ideas while acknowledging our lack of training in this regard.The result-no less than five rounds