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. Panelists will be:
  • Claire Pinel, Senior Director, Frontline Marketing & Portfolio Lead, ASEAN & South Pacific, The Coca-Cola Company
  • Ian Burton, BU President APAC, Perfetti Van Melle
  • Jordan Price, Regional Head of Planning - One P&G Singapore, Publicis