Pieter-Paul von Weiler

If you want your campaign to go to market quickly, the best thing you can do is slow down

If you want your campaign to go to market quickly, the best thing you can do is slow down

Rushing the brief doesn’t save time; it just moves it to the most expensive part of the process, says Pieter-Paul von Weiler, co-founder of BetterBriefs.

Stop using the creative process to define your strategy

Stop using the creative process to define your strategy

If the first round of creative work doesn’t hit the mark, it might not be the work that’s off—it might be the brief.

The six briefing mistakes clients make but no one admits

The six briefing mistakes clients make but no one admits

Agencies say the majority of briefs land on their desk unclear, unfocused, or rewritten by committee. These traps sabotage marketing efforts from day one.