BetterBriefs

Looking for ways to improve your briefs? BetterBriefs to the rescue. We are on a mission to help reduce the large amount of poor marketing briefs in the world. Our website is filled with resources to help you. From best practice guides to expert tips and tools, we’ve got everything you need to craft clear, effective briefs that drive success. #betterbriefs #briefbetter #briefing #marketingbriefs

Clarity is key in briefs, our research shows that most marketers and creative agencies aren’t even speaking the same language. Concise language in briefs cuts through the noise and provides clear, actionable direction. No fluff, just focus. When your agency knows exactly what’s needed, they can deliver better work, faster. Download our industry research from the link in the comments.

A huge congratulations to our Brief Writing Course graduates from HelloFresh, Belong, Cloudy Bay Vineyards, ANZCO Foods, Procreate, Contact Energy Ltd, Bloom & Wild, and Anything is Possible for successfully completing and receiving their official brief writing accreditation. We look forward to seeing how your strong briefs will drive richer creative thinking and more effective work. To be part of the next global cohort of accredited brief writers visit https://hubs.ly/Q02GjJs20. The next course starts on October 7th.

“By stepping up and fostering a collaborative environment, we can help ensure briefs are clear, strategic, and actionable. This is not just a step toward more effective campaigns but a necessary shift to safeguard marketing budgets and drive real results. The time has come for agencies to take the lead in this dance.” A great write-up by Regan Hancock of Hatched in AdNews Australia on the crucial role agencies play in advocating for better briefs to deliver impactful work. #briefbetter #betterbriefs #marketingbriefs

Lazy language destroys good briefs. Let us explain... Word choice is everything in briefs. Too often briefs are held back by ‘lazy words’. In briefs there is no place for popular jargon or overused words. They tend to be meaningless and don’t provide direction. Buzzwords distract, confuse and sap the life out of briefs. Busy? Who isn’t busy nowadays? Authentic? Who wants to be fake? Fun? What type? Humorous? Slapstick or intelligent? The more consideration you put into crafting words, the more impactful your briefs will be.

Marketers are from Mars and agencies are from Venus Our research showed that marketers and agencies don’t speak the same language when it comes to briefs. 80% of marketers think they’re good at writing briefs with 90% of agencies disagree with that same statement. It’s easy to fall into the trap of blaming one side or the other. It begs the question: “Why?” Why is there such a big difference in opinion? Agencies might think their clients don’t write good briefs; however do they give that feedback to their clients? Are agencies speaking up? And are marketers checking in with their agencies to ensure they’re 100% clear on what they’re being asked to do? #betterbriefs #briefbetter #briefresearch #marketingbriefs

A brief should not be a box-ticking exercise. Every component in the brief is interconnected, so it's crucial to understand how they relate when writing a brief. And if you change one component of the brief, it will impact other parts of the brief. Watch BetterBriefs co-founder Matt Davies explain the connection between objectives, target audience and budget to help you create a better brief. Want more? Download the Best Practice Guide on brief writing from betterbriefs.com

Allow us to introduce ourselves. We’re BetterBriefs, an advisory and training business dedicated to helping marketers brief better and realise more impactful ideas. Founded by former agency strategists Pieter-Paul von Weiler and Matt Davies, they bring global experience from major agencies, with 20+ Effie recognitions, including 2 Grand Effies, and 1 IPA Effectiveness award. After experiencing thousands of poor briefs firsthand, Pieter-Paul and Matt conducted the first global and only study on the state of marketing briefs. The findings uncovered that 33% of marketing budgets are wasted due to misdirected work and unclear briefs. To combat this, we’ve developed a range of free resources, tools, and the BetterBriefs Academy to train marketers. Our mission is to turn confusing briefs into clarity and wasted budgets into commercially effective campaigns. BetterBriefs - it’s all in the name. #betterbriefs #briefbetter #marketingbriefs

Winning an effectiveness award without a product in sight… McDonald’s won a well-deserved silver Effectiveness Lion for its Raise Your Arches campaign at the Cannes Lions International Festival of Creativity. Great rule-breaking work that proves that breaking the rules can deliver strong ROMI. Perhaps the pinnacle of branding success is when a logo isn't necessary anymore. What could the marketing brief have been? Context:  It’s 2023. The platform that McDonald’s U.K. had been using for a decade, ‘Everyone has a McDonald’s in common,’ was starting to lose its punch over time and was out of step with the nation's mood. Business- and brand growth started slowing down; brand affinity love scores were flatlining. Challenge: Reinvent the ‘Everyone has a McDonald’s in common’ platform  Find fresh meaning and inject more emotion into the McDonald’s brand. Objectives:  Drive increased visitor traffic by focusing on the following key attitudinal measures:  ‘Makes me more likely to visit’  ‘Makes me feel good about McDonald’s’  ‘Talks to people like me’ Target audience:  Adult visitors of McDonald’s and other quick service restaurant visitors in the U.K. Human truth:  The suggestion of getting McDonalds outweighs the joy of having McDonalds. In a world of pressure and responsibility, the invitation to get a McDonald’s was an invitation for a release and to do what felt good. Creds: McDonald's Leo Burnett UK Edgar Wright

Who doesn't love a cute granny? Awesome B2B Cannes Lions Grand Prix winner. JCDecaux’s heartwarming “Meet Marina Prieto” campaign, which displayed the power of out-of-home ads by turning an otherwise unremarkable 100-year-old grandma into a social media sensation, was honoured as the Creative B2B Grand Prix winner at the Cannes Lions International Festival of Creativity. What could the marketing brief have been? Context: Subway ad investment in Spain decreased by 7% in 2023. Because of this, JCDecaux, a leading outdoor media company, needed to convince brands that this media truly works. Problem: Brands perceive subway advertising as less relevant, effective, and attractive than regular street OOH advertising. Commercial objective:  Reverse declining subway media investments by driving bookings. Attitudinal objective:  Key message outtake: JCDecaux’s subway ads are impactful and effective. Core Target audience: Senior marketing decision-makers of mid-size and larger brands that invest in OOH. Message: Subway advertising really works. Credentials:  JCDecaux  DAVID Madrid Ogilvy