“The BetterBriefs data shows that, in that room of 40 marketers, in which 38 are strategically hopeless, 32 of them think they are rockstars when it comes to briefs.”
Mark Ritson, Virtual Marketing Professor
“A bad brief results in wasted time, money and patience all round. But let’s turn a negative into a positive here. Now we know the extent of the problem, we are also presented with an opportunity to improve the briefing process and reclaim what is lost to bad briefs – which is why we will be adding this to the list of our EffWorks R&D priorities for 2022.”
Janet Hull OBE, IPA Director of Marketing Strategy and Executive Director IPA EffWorks
“The briefing process is a crucial part of enabling you to get amazing results from work that you do between marketing teams and agencies.”
Eve Williams, CMO, eBay UK
BetterBriefs produce better results faster and at a lower cost.
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With thanks to
our research partner
“This is a truly revelatory study. It highlights the scale of the problems surrounding the marketing brief and the perceptual gap that exists between marketers and their agencies.
"Fortunately, it also shines a light on ways to move things forward in a positive direction.”
Vaughan Flood, Flood + Partners
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