BetterBriefs’ Post

An interesting read this morning with Regan Hancock from Hatched! BAD BRIEFS ARE WASTING BILLIONS OF DOLLARS PER YEAR!! He emphasises the critical need for both agencies and marketers to improve the briefing process to avoid wasting significant portions of marketing budgets. A study revealed that 90% of marketers struggle with writing effective briefs, highlighting a pervasive issue. Despite the passage of time, little has changed, and agencies remain frustrated with ineffective briefs. The solution proposed isn't merely blaming marketers but fostering a collaborative approach between agencies and clients. Briefing should be seen as a dynamic process, requiring clear objectives, defined target audiences, and strategic thinking rather than just listing tasks and channels. Ultimately, need to be encouraged to lead this transformation by advocating for better briefs and fostering a collaborative environment that ensures clarity and alignment with business goals. AdNews Australia

This isn't about creativity. Simply producing an advertising asset has a baseline cost, even before an agency applies creativity to give client brands an increase in cut-through, engagement, salience, and effectiveness. Thanks AdNews Australia for asking the questions that need to be answered. Five by Five Global #creativeagency #advertisingagency #advertisingandmarketing

Does your brand constantly have new creative concepts they want to try but wonder why there is no stability in your ad account metrics? This ones for you 👇 I have some clients who are always coming up with new creative ideas and wanting to test them right away (which honestly, I love!) but it's just not that simple. An iteration of a top-performing ad is almost always going to outperform and scale faster than any new concept you create, which is why it's important to keep a balance. My typical recommendation is to produce 70-80% iterations and 20-30% new concepts for a scaled ad account. However, if you are having trouble finding any winners at all, that new concept % is going to increase until you find a few winners. Wondering how many new concepts vs iterations you should be testing in your ad account? Hi 👋I’m Sarah, a Senior Creative Strategist with over 5 years of digital marketing experience. I give away 3 ad creative audits a month to brands just like yours! Want to claim one of this month's spots? Head to my DM 📩 I’m waiting for ya! 💗 #digitalmarketing #creative #creativestrategy #paidads #tiktokads #metaads #performancemarketing #paidmedia #socialmediamarketing #socialmediastrategy #paidsocialstrategy #marketing

DAVID OGILVY SAID: “UNLESS YOUR ADVERTISING IS BUILT ON A BIG IDEA, IT WILL PASS LIKE A SHIP IN THE NIGHT.”   You know these brands from their unforgettable big ideas...   Just Do It. Think Small. The Uncola. You deserve a break today. Great taste, less filling. When it absolutely, positively has to be there overnight. Where’s the beef? Got Milk?   Those are just some of the unforgettable big honkin’ ideas that have inspired consumers over the last 80 years. Without them, modern advertisers wouldn’t have a compass for their own journeys. What is a ‘Big Idea’? The big idea will be rooted in a PIERCING INSIGHT and linked to the campaign’s objectives to ensure it has maximum impact and relevance. A great big idea can inspire emotions, create a strong connection with the brand, and drive consumer action. It will be sticky and unforgettable...and will remain in the social zeitgeist.   Recent research states 75% of an ad's effectiveness is determined by its creative. (Advertising Federation).   Knowing this, it is far more effective to build advertising campaign performance with a big idea, than to tweak the media into incremental ROI enhancements.   It takes big brains to create big ideas.   Brilliant adman, George Lois said: “It’s my job as creative director to stand in awe of a truly big idea.”   Is your big idea “awe” worthy?   If not, get back to your keyboard and sketch pad and keep hammering. Big ideas take work, more work -- and even more work after that.   But if you’ve ever created and actualized a BIG HONKIN’ IDEA, you know the chill-bump rush and creative buzz this can deliver for you, your team and the client.   Your job is to stay focused until your idea is big, bold and honkin’!   What’s your POV on big ideas?   If you would like to explore some big ideas for your project, just DM me.   #creativity #bigideas #cmo #founder #chiefmarketingofficernetwork #adagency #marketing #branding      

📣 GIMME THE BRIEF! A 2021 study conducted by ex-agency strategists Matt Davies and Pieter-Paul von Weiler revealed that in a jaw-dropping study of 1,700 marketers and agencies globally, an overwhelming 90% of marketers fail to write briefs effectively. Their report also hands out some pretty important advice: "Marketers: Be clear on your strategies and use clear and simple language. Don’t send briefs to your agencies that you’re not happy with. Creative Agencies: Don’t be silent. Flag what’s missing, clarify what’s unclear with your clients. Better briefs are your responsibility too." If you're struggling to get the brief right, don't be too proud to get in touch - happy to help and support you in your brief-writing process!

I've been thinking about this hot take on the agency model since Stephanie McCarty's post went viral last month. She's absolutely not wrong that agencies need to stop selling things clients don't want or need. But of course I have my own counterpoint and my reason for why Ervin & Smith doesn't even fall into her definition of "agency." One of the four key principles in our approach to work with our client partners is that we don't duplicate work. If a you have the research, brand platform and expertise to know and verbalize your vision and strategy, great! But those folks generally aren't the best fit for our firm. We most often work with executives who are lacking marketing expertise (usually in the form of a CMO like McCarty). So that's often our first big task: helping CEOs, COOs and their teams define their vision and positioning in a way that will allow marketing to help them reach their goals. I guess I'm saying, I agree with the idea that agencies should LISTEN to what clients actually need. And if strategy, research and vision is already handled, well for goodness' sake, stop trying to sell it to them again! But for those of you who don't have a CMO and need some help filling in the marketing expertise gap in your c-suite...well, you know where to find us. https://lnkd.in/gi2Jm4gT

Our Industry Updates feature noteworthy advertising quotes in each volume. Here are a few of our recent favorites: ♦ "It's time to build strategies that close the client expectation gap and forge meaningful relationships that can stand the inevitable challenges and tests ahead." Tracey Barber, Havas Creative Network ♦ "Partnership is a multiplier. It's a multiplier in terms of their business success and the brand success you can have together." Abbey Klaassen, Dentsu Creative ♦ "Relationship therapy is not a sign of weakness; it’s a sign of intent, a willingness to get to the root of the problem." David Muldoon, MediaLink View our advertising quote videos for more:  https://lnkd.in/gTkzN3N #AdvertisingQuotes #AgencyMania

Multiple new ad agencies are opening—inside the trend: “Too many times we see agencies going to market expecting the founders’ reputation to carry the agency brand. What we’ve seen is that strategy has a five-ish year shelf-life depending on how strong the founders network is, and at that point they have to make a concerted effort to move the agency from being founder-led to brand-led, putting them years behind where their brand should be.” #agency #business #marketing

How Medium of Content Delivered Impacts Ad Measurement https://ow.ly/EK1f50R8n6M

Wow, can you afford this kind of marketing/media ad waste? At Epsilon, we work with your clients every day to avoid this. Can we help you? Just ping me: [email protected]. As a former travel CMO, it would be my pleasure to help you and your team. #identityresolution #customerengagement #customeracquisition #customerexperience #customerloyalty #customerinsights