BetterBriefing

Poor evaluation practices hold great ideas back.

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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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The most important components in marketing briefs

CARTOON 1 of 5

This is the first in a series of five cartoons created especially for us by Tom Fishburne (aka The Marketoonist).

Each cartoon visualises a key issue facing marketing briefs as...

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Why poor briefing is a waste of time, energy and resource

With one-third of marketing budgets wasted due to poor briefing, a recent survey reveals new insight on how the UK performs against our global contemporaries.

What we can do ensure better business...

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The horror of marketers’ strategic bankruptcy is about to be laid bare

As the Better Briefs Project will reveal this week, 90% of marketers fail to brief agencies effectively, and their failures begin with a total lack of strategy.

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The $200bn black hole

The $200bn black hole: Marketers wasting a third of budgets by giving agencies crap briefs with non-existent strategy; here’s the proof and how to fix it.

Professor Mark Ritson was right all along:...

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Marketoonist on types of creative briefs

Veteran agency planners Matt Davies and Pieter-Paul von Weiler released a study this week on the state of the marketing brief as part of their Better Briefs Project. It was the first global and...

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