‘It’s terrifying’: Can marketers reverse a culture of bad briefs?
With a pandemic and cost of living crunch causing unprecedented issues, a lack of retained relationships and loss of confidence on both sides, what can brands and agencies do to make briefing better?
Just as schools break up for the summer, marketers have been given a scathing end of term report to take home. Many CMOs will be grateful they don’t have to show the report to their parents.
Going beyond the usual admonishment that they could try harder, the report – published with a new best practice guide by The BetterBriefs project, in partnership with the IPA – says marketers are so bad at writing briefs that fewer than 40% of their agencies clearly understand who their target market is. A third of the marketers setting the briefs don’t seem to know themselves.
