BetterBriefs is preparing to release its second global study, The BetterIdeas Project, highlighting significant issues in idea evaluation and creative decision-making within the marketing industry. The findings will be debuted during a live webinar event on March 4.

The BetterIdeas Project follows BetterBriefs' initial study, The BetterBriefs Project, which identified a notable misalignment between marketers and agencies concerning marketing briefs. The first study revealed that up to one-third of marketing budgets could be wasted due to poor briefs and misdirected work. With global advertising spending projected to reach US$1.07 trillion in 2025, this could translate to an estimated US$350 billion potentially wasted.

The new study was conducted in collaboration with market research and insight agency Flood + Partners. It covers key markets in the USA, UK, and Australia. The webinar event is free to attend, and the research report will be available to attendees.

BetterBriefs is an advisory and training company founded by former agency strategists Matt Davies and Pieter-Paul von Weiler. The company provides training to global brands such as AT&T, LEGO, IBM, LinkedIn, and Danone.

Davies and von Weiler said: "In the marketing industry, enormous amounts of ideas are generated, but only very few get approved and come to fruition. Poor evaluation practices, lack of training and record-high rework rates have caused agencies to increasingly distrust the creative judgment of marketers.

"With so many mediocre advertisements worldwide and marketers that struggle to provide constructive feedback, our latest research, The BetterIdeas Project, is our next initiative to help the marketing industry get to more impactful and effective work."