The best way for a client to brief an agency

The purpose of this guide is to help clients write the best possible briefs for their agencies.

It comes at a watershed moment. Marketers have more tools at their disposal than ever before to connect with people and to measure the effectiveness of what they do. Except none of this matters if the one thing that everything hinges on – the brief – isn’t clear, isn’t thought through and isn’t right.

The guide was written by BetterBriefs and Mark Ritson in partnership with the Institute of Practitioners in Advertising and launched at the IPA’s Business Growth conference. Here's the write-up in Marketing Week.