Library

The fastest way to kill an idea

The fastest way to kill an idea is to add another one.

Strong ideas aren’t rejected outright.

They’re killed by a thousand cuts.

Watered down, overcomplicated, and revised to death.

Our friend Tom...

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How to set objectives in briefs for better marketing results

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.

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Best Practice Guide & UK results launch

In 2022, at IPA’s Business Growth Conference, we launched a new best-practice guide titled 'The best way for a client to brief an agency'. Co-authored by Mark Ritson and published in partnership with...

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Mark Ritson on strategy in briefs

Getting the strategy right before writing a brief is essential. And as Mark Ritson outlines many marketers struggle with this. The data from the BetterBriefs Project research was a key catalyst in...

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Marketing's $200bn black hole

October 2021 was a watershed moment for the marketing industry as BetterBriefs launched its groundbreaking study into where most briefs go wrong and the financial impact a poor brief has.

In one of...

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The Marketoonist on what bad briefs look like

Based on the findings of our BetterBriefs Project, Tom Fishburne a.k.a. The Marketoonist developed this very clever cartoon.

Creative, or marketing briefs as they're also known, can go wrong in so...

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