216: Evaluating ideas is hard

Our friends at BetterBriefs, Pieter-Paul von Weiler and Matt Davies have delivered more scathing survey results. This time on the subject of evaluating creative ideas presented by agencies to clients.Why are ideas so difficult to judge? Why have rounds of creative presentation grown from an average of three to five before clients sign off?Henry Gomez and I share one juicy survey result from the lot and break it down for you. it's a sad situation, and it's both not surprising and shocking. We discuss.