CMO Leadership with Ty Hayes

Dive into the insights and strategies of award-winning Chief Marketing Officer (CMO), Ty Hayes and leading CMO's and experts.


52. How to write better briefs and why it matters with Pieter-Paul von Weiler and Matt Davies

BetterBriefs founders Matt Davies and Pieter-Paul von Weiler are two ex-agency strategists that have conducted the largest and first-ever global survey into client briefs.

Their findings – described by Mark Ritson as “the most scary and remarkable bit of data I’ve ever seen” – are igniting conversations about briefs within marketing teams worldwide.

In this episode, we discuss:

  • How you can recapture up to 30% of your marketing budget by writing better briefs
  • Why 80% of clients think they’re good at writing briefs but only 10% of agencies agree
  • The common problems with briefing, why they arise and the issues they create
  • What you can do to improve the briefing process
  • The importance of having a strategy from which your brief draws from/links to
  • The importance of clear targeting and positioning
  • The 3 kinds of objectives to include in your briefs
  • How to evaluate the work that comes back from your agencies to know if it’s on brief
  • Some tips to brief multiple agencies and in-house marketing teams

Since launching their business, BetterBriefs, at IPA’S EffWorks last year, Matt and Pieter-Paul are on a mission to help brands write better briefs for agencies and through their training and brief advisory services.

Enjoy the show!

P.S. – As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with all the tips and strategies laid out in an easy-to-read format.


  • Make sure you also download a copy of the best practice guide ‘The best way for a client to brief an agency written by BetterBriefs and Mark Ritson in partnership with the IPA. This contains the research findings and the tips and strategies we discuss in the show.

Contact BetterBriefs

Contact Growth Generators

Help us continue to help you

  • Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.
  • Please take a moment to rate and review us on your favourite platform.

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

This podcast was produced by Ty Hayes and edited by Lewis Hallam.

Thank you and enjoy the show!



About the Show

Are you striving to build a high-performance marketing team that accelerates growth for your organisation?

This podcast is designed specifically for marketing leaders seeking to optimise their team’s performance to drive unparalleled results.

Tune in to:

  • Unlock secrets from top CMO’s on how they’ve crafted dynamic marketing team structures and built modern capabilities
  • Discover agile marketing practices that can triple team productivity and slash time to market
  • Learn the leadership principles and strategies to drive change, create a high-performance team culture and boost staff engagement.
  • Gain insights from interviews with leadership experts and authors, and marketing leaders from accross all industries including Uber, ABC, Calendly and EY.

Your Host – Ty Hayes

Ty is an award-winning former CMO turned business founder, who built and led the #1 marketing team in Australia (AMI Awards) and was ranked the #10 CMO in Australia (CMO50) whilst CMO for a global university. Ty now hosts this podcast and runs Growth Generators with the mission to help CMOs build modern marketing teams that drive growth.