Most marketing briefs fail at the first step because of unclear objectives. Without them, campaigns lose focus, ideas miss the mark and results go unmeasured.
Our global study into marketing briefs found that objectives are the most important part of any brief. They connect every element, shape creative thinking and determine effectiveness. When objectives are clear, everything else falls into place. When they are not, the entire process unravels.
In our latest webinar, Lizzie Hammer, executive creative director, and Rob Britton, marketing strategy expert, share how to set objectives that lead to better marketing outcomes. They cover:
- - The role objectives play in shaping a strong brief
- - The biggest mistakes marketers make when setting objectives
- - How to align marketing objectives with real business impact
- - Practical ways to measure success and improve performance
If you are involved in writing, approving or contributing to briefs, this session is really worth a watch.
Watch the recording on setting objectives in briefs and learn how clear objectives drive better marketing results.
Pieter-Paul von Weiler is the co-founder of BetterBriefs, an advisory and training business that helps marketers write better briefs and deliver more impactful ideas. A highly awarded former agency strategist, having worked at Publicis Amsterdam, Publicis London, Saatchi & Saatchi and AJF Partnership. Pieter-Paul has served as an Effie judge across Australia and APAC for over a decade.
Together with co-founder Matt Davies, he wrote the BetterBriefs Project and The Best Way for a Client to Brief an Agency, a practical guide for marketers to improve the quality of briefs, co-authored by Mark Ritson and published in partnership with the Institute of Practitioners in Advertising (IPA). Pieter-Paul (together with Matt) also led the BetterIdeas Project, a global study exposing the poor state of the creative evaluation process. The study aims to improve the creative decision-making and evaluation practices and was launched in partnership with the World Federation of Advertisers (WFA) and the IPA.