A new global study set to be unveiled by BetterBriefs on 4 March 2025 highlights serious concerns about the state of idea evaluation and creative decision-making in the marketing industry. The findings, from the second global study in the BetterIdeas Project, will be presented in an exclusive live webinar, offering critical insights into the challenges faced by marketers and creative agencies worldwide.
BetterBriefs, a company that previously gained recognition in 2021 for its groundbreaking research on marketing briefs, is once again making waves with its latest study. The earlier research, known as The BetterBriefs Project, uncovered a massive disconnect between marketers and agencies when it comes to the briefs that guide creative work. That study revealed that up to one-third of marketing budgets could be wasted due to poorly constructed briefs and misdirected work.
Building on this, the BetterIdeas Project aims to address a new set of challenges plaguing the marketing world—ineffective idea evaluation and poor decision-making processes. With global advertising spend on track to reach an eye-watering $1.07 trillion in 2025, BetterBriefs warns that around $350 billion could go to waste due to ineffective evaluation and creative practices.
According to BetterBriefs co-founders Matt Davies and Pieter-Paul von Weiler, the marketing industry generates vast amounts of creative ideas, but only a small fraction make it to the approval stage and into execution. “Poor evaluation practices, lack of training, and record-high rework rates have caused agencies to increasingly distrust the creative judgment of marketers,” said Davies and von Weiler. “The BetterIdeas Project is our next initiative to help the marketing industry get to more impactful and effective work.”
This latest research, conducted in collaboration with the market research agency Flood + Partners, is the most extensive global investigation on this subject to date. The study focuses on key markets in the United States, the United Kingdom, and Australia and aims to shed light on how marketing professionals can improve creative decision-making and generate more effective ideas. The findings will offer valuable insights on the current state of ideas and evaluation practices, providing actionable guidance for marketers and agencies seeking to elevate their creative output.
The study’s findings will be shared during a live webinar on Tuesday, 4 March 2025, which is open to marketers, creative agencies, and in-house teams. The event promises to be an essential resource for professionals looking to improve their creative processes and produce more impactful marketing campaigns.
The webinar will feature a presentation from BetterBriefs co-founders Matt Davies and Pieter-Paul von Weiler, who will discuss the research’s findings and offer practical tips for improving creative decision-making. Registration for the event is free, and attendees will also receive access to the full research report.
The BetterIdeas Project launch event will take place at the following times:
- Los Angeles: 9am
- New York: 12pm
- London: 5pm
- Dubai: 9pm
To register for the event and access the full report, visit BetterBriefs website.