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 our first interviews after launching the BetterBriefs Project, we discussed with Mi3 some of the key findings of our research. Amongst them was the staggering stat that up to 1/3 or 33% of all marketing budgets are going to waste due to poor briefs and misdirected work stemming from this brief.
It made the industry sit up and take notice. It even provided proof for some of Mark Ritson's theories. The article also outlines some of the ways that marketers can get to better briefs and treat their agencies more like partners in the process.
Some of the key findings to remember:
- 80 per cent of marketers think they are good at writing briefs; only 10 per cent of agencies agree.
- Creative agencies think most marketing briefs lack focus (83 per cent), clarity (79 per cent) and inspiration (65 per cent).
- Most marketers (78 per cent) think the briefs they write provide clear strategic direction; only five per cent of agencies agree.
Read the full article on Mi3 via this link:
https://www.mi-3.com.au/18-10-2021/200bn-black-hole-marketers-wasting-third-budgets-giving-agencies-crap-briefs-and-dont
Matt Davies 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 Clemenger BBDO, Design Bridge, Arnold Worldwide, AJF Partnership, as well as running his own agency.
Together with co-founder Pieter-Paul von Weiler, 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). Matt (together with Pieter-Paul) 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.