BetterBriefs Global Report

The first global and largest study on marketing briefs. Featuring the input from over 1700 respondents from 70 countries. As presented at IPA EffWorks.

The findings reveal a large lack of alignment when it comes to briefs, costing the industry billions in lost marketing budgets every year. The study unpacks key shortcomings and highlights how to improve the quality of briefs.

The launch of the study attracted global attention in the trade press and inspired key industry legends. 

Mark Ritson wrote that our study laid bare "the horror of marketers’ strategic bankruptcy".

Tom Fishburne, aka the Marketoonist, created a special cartoon on the 6 poor types of creative briefs.

Mi3's executive editor, Paul McIntyre, calculated that the study exposed a $200bn blackhole and Marketing Week got a range of marketing thought leaders commenting on the findings and how to improve briefs. 

Please download the original study below.