The $200bn black hole: Marketers wasting a third of budgets by giving agencies crap briefs with non-existent strategy; here’s the proof and how to fix it
The $200bn black hole: Marketers wasting a third of budgets by giving agencies crap briefs with non-existent strategy; here’s the proof and how to fix it.
Professor Mark Ritson was right all along: “90 per cent of marketers fail to brief agencies effectively, and their failures begin with a total lack of strategy.” The headline findings of the Better Briefs Project and its research spanning 1,700 marketers and agencies make for grim reading, with a third of ad budgets being wasted as a result of bad briefs. In Australia, the data shows 50 per cent of marketers have not been trained on how to write briefs, so half don't know what they are doing. Unless things improve, marketer tenures – and standing within boardrooms – will continue to decline. But there are some simple fixes, say Better Briefs co-founders Matt Davies and Pieter-Paul von Weiler.
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