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. 

Key findings include:

- 80% of marketers consider themselves good at writing briefs; only 10% of agencies agree with that.
- Only 5% of agencies are clear on the strategic direction in briefs.
-  60% of marketers use the creative process to clarify their own strategy.
- Up to 33% of marketing budgets is wasted due to poor briefs and misdirected work.

The launch of the study attracted global attention in the trade press. 

Mark Ritson wrote that our study laid bare "the horror of marketers’ strategic bankruptcy".
Tom Fishburne, the Marketoonist, created a special cartoon on the 6 poor types of creative briefs.
Mi3 calculated that the study exposed a $200bn blackhole and Marketing Week got thought leaders commenting on the findings. 

Please download the BetterBriefs Project study below.