Connections & Conversations: Better Briefs for Better Marketing

Join us for an insightful breakfast, in association with BetterBriefs, as we deep dive into the art and science of effective marketing briefs.

Briefs are probably the most important document that marketers share with agencies.  While good briefs serve as a springboard for creative thinking, too often poor briefs get in the way and cost the budget dearly.  BetterBriefs' research has shown that one-third of every marketing budget could be going to waste due to poor briefs and misdirected work. That's approximately US$350 billion of global ad spend in 2025. 

Creativity is the lifeblood of our industry and a core driver of growth. That's why writing the right brief and selecting the right creative idea is crucial.
 

This event will be broken up into two parts as follows:

• Insights Session with BetterBriefs Co-Founder, Pieter-Paul von Weiler: Understand where most marketing briefs fail, how to improve them and how to get to better ideas. We'll hear about key findings from their groundbreaking studies on marketing briefs and idea evaluation. And for the first time, reveal new local Asian data from the BetterBriefs Project—the largest and only global study on marketing briefs.
• Expert Panel Discussion: We'll then be joined by a panel of marketing experts from both agency and brand backgrounds to hear real-world experiences on productive agency-brand relationships and the role of clear communication in achieving marketing excellence.

Why you should join?
Tailored for senior marketers who write, review and approve briefs and ideas, we'll explore:

• lack of alignment between marketers and agencies when it comes to briefs
• the cost of poor briefs and sub-standard idea evaluation
• tips on how to get to better marketing briefs
• common mistakes marketers make when evaluating ideas
• insights on how to reduce the number of rounds of concepting and rework

THE DETAILS:
Date: Tuesday 3 June
Time: 8:30am-10:30am SGT
Location: Coca-Cola Singapore HQ - 1 Harbourfront Avenue, Keppel Bay Tower, Singapore 098632 (exact details on where to go will be shared in the diary invite)

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Who can book on to this event?

Members: This event is complimentary as part of your membership, book now to reserve your place. You may secure your place by logging into your membership portal. 
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For any questions, please email [email protected]

Non-Members: Our events are designed for our members as an opportunity to learn, be inspired and to meet and connect with like-minded individuals across the marketing landscape. If you are interested in joining us for this event and to experience the value our membership can offer, please request to join by clicking BOOK NOW or email [email protected] with your interest (please confirm name, company & job title). Please note this option is only available to non-members who haven't attended an event in the last 12 months and are senior brand side marketers (no sales roles).