--- title: BetterBriefs addressing the impact of poor briefs description: BetterBriefs offers marketers research, tools, and training to create more effective briefs, with strategies developed alongside the IPA and Mark Ritson. image: https://www.betterbriefs.com/hubfs/BB_logo_03-01.png --- [Skip to content](https://www.betterbriefs.com#main-content) - [Home](https://www.betterbriefs.com) - [About](https://www.betterbriefs.com/about) - [Academy](https://www.betterbriefs.com/academy) - [BriefCoach®](https://www.betterbriefs.com/briefcoach_trial) - [Consulting](https://www.betterbriefs.com/consulting) - [Resources](https://www.betterbriefs.com/resources) [Academy Login](https://academy.betterbriefs.com/) [![BetterBriefs-Brandmark-Slow-LONG](https://www.betterbriefs.com/hs-fs/hubfs/Branding/BetterBriefs-Brandmark-Slow-LONG.gif?width=2957&height=589&name=BetterBriefs-Brandmark-Slow-LONG.gif)![BetterBriefs-Brandmark-Slow-LONG](https://www.betterbriefs.com/hs-fs/hubfs/Branding/BetterBriefs-Brandmark-Slow-LONG.gif?width=2957&height=589&name=BetterBriefs-Brandmark-Slow-LONG.gif)](https://www.betterbriefs.com/) - [Home](https://www.betterbriefs.com) - [About](https://www.betterbriefs.com/about) - [Academy](https://www.betterbriefs.com/academy) - [BriefCoach®](https://www.betterbriefs.com/briefcoach_trial) - [Consulting](https://www.betterbriefs.com/consulting) - [Resources](https://www.betterbriefs.com/resources) [Academy Login](https://academy.betterbriefs.com/) # Better # briefs # ideas # results [![BetterBriefs Consulting](https://www.betterbriefs.com/hs-fs/hubfs/Placeholders/green.png?width=300&name=green.png) Consulting Consulting Custom training and brief consulting for large brands. Find out more](https://www.betterbriefs.com/consulting)[![BetterBriefs Resources](https://www.betterbriefs.com/hs-fs/hubfs/Placeholders/cta-resources.png?width=300&name=cta-resources.png) Resources ResourcesMarketing tools, research and publications.Find out more](https://www.betterbriefs.com/resources)[![BetterBriefs Training](https://www.betterbriefs.com/hs-fs/hubfs/blue-sq-1.png?width=300&name=blue-sq-1.png) Training TrainingIndustry-leading courses for marketers.Find out more](https://www.betterbriefs.com/academy) ## Brands we work with ![LinkedIn](https://www.betterbriefs.com/hubfs/Client_logos/Homepage/LinkedIn.svg) ![Danone](https://www.betterbriefs.com/hubfs/Client_logos/Homepage/Danone.svg) ![AT&T](https://www.betterbriefs.com/hubfs/Client_logos/Homepage/AT%26T.svg) ![Circle\_K\_2021 2](https://www.betterbriefs.com/hubfs/Client_logos/Homepage/Circle_K_2021%202.svg) ![EA 2](https://www.betterbriefs.com/hubfs/Client_logos/Homepage/EA%202.svg) ![the-wall-street-journal\_WSJ](https://www.betterbriefs.com/hubfs/Client_logos/Homepage/the-wall-street-journal_WSJ.svg) ![lego](https://www.betterbriefs.com/hs-fs/hubfs/Client_logos/Homepage/lego.png?width=200&height=138&name=lego.png) ![PernodRicard](https://www.betterbriefs.com/hubfs/Client_logos/Homepage/PernodRicard.svg) ![Vattenfall](https://www.betterbriefs.com/hubfs/Client_logos/Homepage/Vattenfall.svg) ![SAS\_logo\_horiz 2](https://www.betterbriefs.com/hubfs/Client_logos/Homepage/SAS_logo_horiz%202.svg) ![Woolworths](https://www.betterbriefs.com/hubfs/Client_logos/Homepage/Woolworths.svg) ![NAB.AX\_BIG 2](https://www.betterbriefs.com/hubfs/Client_logos/Homepage/NAB.AX_BIG%202.svg) ## What makes us *different* ## Research-based We conducted the largest and only global study on marketing briefs, arming us with deep industry-specific knowledge and understanding. ## Specialist knowledge As consultants and former agency strategists, we have written, overseen and advised on thousands of marketing and creative briefs. ## Focused on effectiveness Our belief is that every brief starts and ends with marketing effectiveness. ## Global impact Over 6,000 marketers trained globally (B2C and B2B). ## In 2026, US$429,000,000,000 of global ad spend will go to waste due to poor briefs.   #### That's *US$13,500 per second*!\*   #### \* Global advertising spending is forecasted to reach $1.3 trillion by the end of 2026 (WPP, June 2026). #### The BetterBriefs Project has demonstrated that 33% of marketing budgets is wasted due to poor briefs. ## Training options ## Brief writing course Course Modules 6 modules course content Course Q&A Live Q&As Course hours 6 hours course commitment Course length 3 weeks course duration The most practical brief writing course you can take, it’s jam-packed with tools, frameworks and examples. Designed for all marketers involved in writing, approving and contributing to briefs. Next course commences: **08 February, 2027.** [Learn more](https://cta-service-cms2.hubspot.com/web-interactives/public/v1/track/click?encryptedPayload=AVxigLJskpo%2FxG%2BzXnF1odVQ4sQsJXQUHlYCmjGGKPrvW5%2BsSy2KWQm3jXDRKpcBCT6kWiNXovcpzFs87fVCxZQIKiOy%2FXH0T1QYSNLud18FmLdWtYhL%2F3uJVQNhPPKvERPBSm7thPj0QvlxsRikMVZTMakgePye4cjYpqBmpno5SIoFZfrWdLDVFuqhDfh2E9CqwfjoGeI%3D&portalId=20663496) ## Assessing creative ideas course Course Modules 7 modules course content Course Q&A Live Q&As Course hours 5 hours course commitment Course length 3 weeks course duration The only course in the world that teaches you how to assess ideas, underpinned by a systematic method. Learn how to evaluate ad concepts and make better creative decisions.  Designed to help you get to more impactful ideas in less time. Next course commences: **08 March, 2027.**   [Learn more](https://cta-service-cms2.hubspot.com/web-interactives/public/v1/track/click?encryptedPayload=AVxigLLjq7Nhopw5HL%2F0Tg4okzDrQ6fpxDjTZJJ6GqolxBqzOqqujdLbN0dyxUDUQ1dPqQk6vxJoGHIeHBI6vzo7hDkqGc1LyFK%2Fn%2BZ57qMxYtzO%2BtCnlEP0KSHxi6kKMXyK%2Fek87qnkhc%2B20SgDpb55Daa2iV5NKxBu1MadLZ%2Fypd02NS0QrvjB2bK6Gq0PBRhWytZ8iKmrcKu8nIUmA5YP%2Fg%3D%3D&portalId=20663496) Recommended ## Group bookings Course Modules Designed for teams of 15 + Course Q&A Dedicated Q&A sessions Course hours Real-time reporting Course length Flexible scheduling Take advantage of group training and create a shared language around briefs and ideas within your team. Designed for all brief writers, approvers and receivers. Includes additional live sessions and a dedicated experience manager. [Learn more](https://cta-service-cms2.hubspot.com/web-interactives/public/v1/track/click?encryptedPayload=AVxigLJ%2FO6GibhK8WTqCXFUx4cvfakGD%2BEqt5DyaM%2BAWf8aQ62CwoKq4HJKpQQkp8WWjd%2FcGe4HUemx%2B7M7fojD7%2BxQIkxoUjZgYK3exaGvEQoM2wePUOiQuD2B%2BPmHgE7CHgywUBpDL6aFYyopkzOnw3p0Kc3rV%2FVJSzTkvXC7oFGJa0VjroZN91NecNY8VWJk%3D&portalId=20663496) ## As featured in ![Marketing\_Week](https://20663496.fs1.hubspotusercontent-na1.net/hubfs/20663496/Client_logos/Media/Marketing_Week.svg) ![The\_Drum](https://20663496.fs1.hubspotusercontent-na1.net/hubfs/20663496/Client_logos/Media/The_Drum.svg) ![Campaign](https://20663496.fs1.hubspotusercontent-na1.net/hubfs/20663496/Client_logos/Media/Campaign.svg) ![Contagious](https://20663496.fs1.hubspotusercontent-na1.net/hubfs/20663496/Client_logos/Media/Contagious.svg) ![WARC](https://20663496.fs1.hubspotusercontent-na1.net/hubfs/20663496/Client_logos/Media/WARC.svg) ![Mini MBA](https://20663496.fs1.hubspotusercontent-na1.net/hubfs/20663496/Client_logos/Media/Mini%20MBA.svg) ![Marketing\_Mag](https://20663496.fs1.hubspotusercontent-na1.net/hubfs/20663496/Client_logos/Media/Marketing_Mag.svg) ![LBB](https://20663496.fs1.hubspotusercontent-na1.net/hubfs/20663496/Client_logos/Media/LBB.svg) ![M13-1](https://20663496.fs1.hubspotusercontent-na1.net/hub/20663496/hubfs/Client_logos/Media/M13-1.png?width=300&name=M13-1.png) ![IPA](https://20663496.fs1.hubspotusercontent-na1.net/hubfs/20663496/Client_logos/Media/IPA.svg) ![Forbes](https://20663496.fs1.hubspotusercontent-na1.net/hubfs/20663496/Client_logos/Media/Forbes.svg) ![management-today](https://20663496.fs1.hubspotusercontent-na1.net/hubfs/20663496/Client_logos/Media/management-today.svg) ![Media Week](https://20663496.fs1.hubspotusercontent-na1.net/hubfs/20663496/Client_logos/Media/Media%20Week.svg) ![marketing\_meetup](https://20663496.fs1.hubspotusercontent-na1.net/hubfs/20663496/Client_logos/Media/marketing_meetup.svg) ![Marketing\_Society](https://20663496.fs1.hubspotusercontent-na1.net/hub/20663496/hubfs/Client_logos/Media/Marketing_Society.png?width=300&name=Marketing_Society.png) ![Resume](https://20663496.fs1.hubspotusercontent-na1.net/hubfs/20663496/Client_logos/Media/Resume.svg) ![Marketing\_Facts\_NL](https://20663496.fs1.hubspotusercontent-na1.net/hubfs/20663496/Client_logos/Media/Marketing_Facts_NL.svg) ![dansk](https://20663496.fs1.hubspotusercontent-na1.net/hubfs/20663496/Client_logos/Media/dansk.svg) ![Marketing\_Directo](https://20663496.fs1.hubspotusercontent-na1.net/hubfs/20663496/Client_logos/Media/Marketing_Directo.svg) ![mediacat](https://20663496.fs1.hubspotusercontent-na1.net/hubfs/20663496/Client_logos/Media/mediacat.svg) ![strategy](https://20663496.fs1.hubspotusercontent-na1.net/hubfs/20663496/Client_logos/Media/strategy.svg) ![Marketeer](https://20663496.fs1.hubspotusercontent-na1.net/hub/20663496/hubfs/Client_logos/Media/Marketeer.png?width=300&name=Marketeer.png) ![B+T](https://20663496.fs1.hubspotusercontent-na1.net/hubfs/20663496/Client_logos/Media/B%2BT.svg) ![Campaign Brief](https://20663496.fs1.hubspotusercontent-na1.net/hub/20663496/hubfs/Client_logos/Media/Campaign%20Brief.png?width=300&name=Campaign%20Brief.png) ![Stuff](https://20663496.fs1.hubspotusercontent-na1.net/hubfs/20663496/Client_logos/Media/Stuff.svg) ![wirtual](https://20663496.fs1.hubspotusercontent-na1.net/hub/20663496/hubfs/Client_logos/Media/wirtual.png?width=300&name=wirtual.png) News, insights and updates ### [Pieter-Paul von Weiler 7 min read When you’re onto a good thing, resist the urge to change it Start Reading](https://www.betterbriefs.com/library/marketing-brief-do-you-need-a-new-idea) ### [Pieter-Paul von Weiler 6 min read The brief is the canary in the coal mine Start Reading](https://www.betterbriefs.com/library/library/poor-brief-warning-sign-agency-relationship) ### [Matt Davies 4 min read The debrief: a look inside our latest Assessing Creative Ideas course Start Reading](https://www.betterbriefs.com/library/a-look-inside-our-assessing-creative-ideas-course) #### Subscribe to our newsletter [![BetterBriefs-Logo-Slow-250px-GIF](https://20663496.fs1.hubspotusercontent-na1.net/hub/20663496/hubfs/Placeholders/BetterBriefs-Logo-Slow-250px-GIF.gif?width=250&name=BetterBriefs-Logo-Slow-250px-GIF.gif)](https://www.betterbriefs.com/) - [Home](https://www.betterbriefs.com) - [About](https://www.betterbriefs.com/about) - [Academy](https://www.betterbriefs.com/academy) - [BriefCoach®](https://www.betterbriefs.com/briefcoach_trial) - [Consulting](https://www.betterbriefs.com/consulting) - [Resources](https://www.betterbriefs.com/resources) © Copyright 2026 - [Terms & Conditions](https://www.betterbriefs.com/terms_conditions) - [Privacy Policy](https://www.betterbriefs.com/privacy_policy) - [FAQs](https://www.betterbriefs.com/frequently-asked-questions) - [Library](https://www.betterbriefs.com/library) - [Compendium](https://www.betterbriefs.com/compendium) ```json { "@context" : "https://schema.org", "@type" : "Organization", "address" : { "@type" : "PostalAddress", "addressCountry" : "", "addressLocality" : "Victoria", "addressRegion" : "Australia", "postalCode" : "", "streetAddress" : "Melbourne" }, "knowsLanguage" : "en", "logo" : { "@type" : "ImageObject", "url" : "https://20663496.fs1.hubspotusercontent-na1.net/hubfs/20663496/Branding/BB_stacked_social.png" }, "name" : "BetterBriefs Pty Ltd", "url" : "https://www.betterbriefs.com" } ``` ```json { "@context" : "https://schema.org", "@type" : "WebSite", "name" : "BetterBriefs", "url" : "https://www.betterbriefs.com/" } ```