In a world flooded with average ideas, Better Briefs’ Matt and Peter-Paul took us deep into the art (and science) of why good ideas matter and how to get there. With over 1,000 marketers tuning in, they uncovered why ideas so often fall flat, how to fix feedback loops, and why trust and bravery are essential for creativity. From strategy and evaluation to standing out in the sea of sameness, this session was packed with practical, no-nonsense advice for anyone who’s ever been stuck in a creative roundabout.
💡 Key Takeaways
1️⃣ Ideas aren’t accidents—they’re carefully crafted.
Better ideas come from deliberate, thoughtful assessment, not chance. It’s about evaluating ideas with skill and care.
2️⃣ The real risk is playing it safe.
Most marketers and agencies agree that creative work often blends in. Standing out means daring to be bold and brave.
3️⃣ Pride is linked to effectiveness.
Marketers and agencies aren’t proud of much of their work (just 36% and 26%, respectively). When pride aligns with effectiveness, everyone wins.
4️⃣ Subjectivity is a silent killer.
Ideas often get judged on personal taste, not strategic fit. Strong criteria and clear briefs help keep evaluation on track.
5️⃣ Feedback matters.
Only 52% of marketers give clear feedback. Without clarity, ideas get stuck in endless rounds of revisions—5+ on average!
✍️ Better Briefs’ Tips for Evaluating Ideas
- Use a clear brief—recap it at the start of every presentation.
- Agree on consistent criteria to judge ideas (engagement, attention, branding).
- Set agencies up for success—collaborate, share goals, and respect expertise.
- Provide constructive, clear feedback (not just personal opinions).
- Build trust over time—it’s the secret to stronger ideas.
🚀 What About AI?
AI isn’t the enemy—it’s a tool. Use it to inspire new ideas, but remember: great ideas still need human evaluation and context.
🎉 Thanks to Our Sponsors
Huge thanks to Frontify, Stickybeak, Cambridge Marketing College, Redgate, and Planable, you help make sessions like this happen.