On paper, a brief should be the start of something inspiring – a springboard that sparks creativity. But in reality, it’s often the opposite.
A big issue isn’t just what goes into briefs, but how they’re written. Or more importantly, how they’re understood. Marketers and agencies may sit across the same table, but they’re often speaking completely different languages.
Why language matters
When we talk about language, it’s not really about words. It’s about meaning.
A marketer might write a brief that feels sharp, clear and full of intent. But when agencies read it, they see a vague word salad, sometimes with contradictory elements and supposedly clear messages buried under jargon.
In marketing, language is an essential tool. However, when it comes to the language used in briefs, it is often unclear. The BetterBriefs Project found that only 7 per cent of agencies believe language used in briefs is clear and concise. Marketers themselves are not aware that there’s an issue, with 83 per cent believing their briefs use clear and concise language.
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This disconnect matters because the purpose of a brief is to be the blueprint for the campaign. But unlike a blueprint for a building, briefs are not always complete. Too often, they are a collection of rough sketches with details missing, leaving agencies to fill in the gaps and guess at what the structure should look like.
Instead of fuelling creativity, the briefing process becomes a slow game of translation. Agencies burn energy decoding what clients really mean, while marketers wonder why agencies don’t “get it.” Everyone loses.
The cost of not understanding each other
It’s easy to dismiss language misalignment as an irritant. It’s not. It’s expensive.
A poor brief can lead to strategies shifting mid-process. Creative time is spent untangling confusion rather than exploring creative ideas. Rounds of feedback ensue, costs rise, and relationships suffer.
A clear brief cements the strategy, inspires creatives and leads to better work - all by using the right language.
How to close the gap
The solution doesn’t have to be complicated. Quite the opposite, in fact. It’s about discipline and a bit of honesty.
1. Use simple and plain language. Make the brief easy to understand for everyone who will be working on it. Avoid flowery language, which can be misinterpreted, and stay away from jargon or ‘marketingese’.
2. Spell out acronyms. Write the full, non-abbreviated term first and then use the acronym for all subsequent mentions.
3. Less is more. Rewrite sections to make the brief shorter and sharper. Your first brief will never be your best brief.
4. Get a peer review. Ask a colleague to read your brief and do a clarity check. Everything should be 100 per cent clear for everybody working on the brief without needing any explanation.
Writing better briefs
If you’re using any of the words below in your marketing briefs, it’s time to change. They are futile words that are overused and lack meaning. Words feared by agencies as they are classic ingredients for confusion - they add colour and flavour but no substance. Worse still, they can be interpreted differently by different people working on the same brief, creating a recipe for disaster and misunderstanding.
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Words that kill briefs |
Instead, be more specific... |
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#1: disruptive |
What status quo is being disrupted? Why does it need disruption? How will it benefit people? |
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#2: aspirational |
What exactly does the audience aspire to? Why is that important to them? What is lacking in their life that the brand can fulfil? |
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#3: dynamic |
What is dynamism for the category? What triggers it? How often does it happen? What drives it? |
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#4: authentic |
Authentic in comparison to what? What drives it in the eyes of the audience? What makes competitors disingenuous? |
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#5: empower |
Empowered to do what exactly? What constraints are being removed? Why is this new power meaningful? |
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#6: purpose-led |
What is the purpose? Who benefits from it? What changes? How does it advance the brand? |
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#7: AI-enabled |
What does it do? For whom? Why do they care? What triggers it? |
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#8: thumb-stopping |
Why don’t people pay attention now? What makes them pause and why do they pay attention to it? |
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#9: innovative |
What’s new? Compared to what? How is it better and by how much? |
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#10: turnkey |
What needs to be ready? By when? For whom? How ready does it need to be? |
The above words may feel exciting to marketers, but for agencies, clarity trumps misguided inspiration every time.
Speaking the same language
At the end of the day, language is the bridge between strategy and execution. The words chosen in a brief determine whether a brief lands as intended. Clear, precise language keeps everyone on the same page, reduces confusion and ultimately enables better work. After all, in marketing briefs, how you say something is just as important as what you’re trying to say.
This article was published in Campaign Asia on 9 October 2025.