This Friday the BetterBriefs Project will premiere industry-confronting findings from the first-ever global study into the shortcomings of marketing briefs at the IPA’s flagship marketing effectiveness event EffWorks Global 2021.
In collaboration with research partner Flood + Partners, the BetterBriefs Project was initiated by Australian strategists Matt Davies and Pieter-Paul von Weiler.
The study reveals the staggering and uncomfortable truths about the confusion, misalignment and miscommunication between marketers and agencies.
The survey is the largest ever done on this topic representing the opinions of over 1700 marketeers and agency staff from over 70 countries.
The study found that marketers and agencies are on different planets:
- Marketers (80 per cent) think they write good briefs, and only 10 per cent of creative agencies agree.
- Over three-quarters of marketers (78 per cent) think the briefs they write provide clear strategic direction, with only five per cent of creative agencies agreeing.
- And when it comes to language, marketers (83 per cent) believe that the briefs they write contain clear and concise language, with only seven per cent of agencies agreeing.
Briefs are essential but neglected:
- Marketers (89 per cent) and agencies (86 per cent) agree that it’s challenging to produce good creative work without a good marketing brief.
- However, despite their importance and value, almost all marketers (90 per cent) and agencies (92 per cent) agree that the brief is one of the most valuable and paradoxically most neglected tools marketers have to create good work.
- Poor briefs erode marketing budgets. Respondents estimated that a substantial 33 per cent of the marketing budget goes to waste due to poor briefs and misdirected work.
- And rebriefs happen too often with marketers (69 per cent) and agencies (73 per cent) agreeing, leading to loss of time, money and fueling frustration on both sides.
Janet Hull OBE, IPA director of marketing strategy and executive Director IPA EffWorks, said: “How can you say what you mean if you don’t mean what you say?
“Which is precisely the issue that this thorough research brings to the fore: you can’t produce good work without a good evidence-based brief with realistic outcomes and sensible budgets. They are the building block of the client/agency relationship and the campaign outcome.
“A bad brief results in wasted time, money and patience all around. But let’s turn a negative into a positive here. Now we know the extent of the problem, we are also presented with an opportunity to improve the briefing process and reclaim the third of the marketing budget lost to bad briefs – which is why we will be adding this to the list of our EffWorks R&D priorities for 2022.”
Matt Davies and Pieter-Paul von Weiler, BetterBriefs Project co-founders, said: “The aim of the BetterBriefs project is to jumpstart more informed conversations about briefs. They should direct and inspire, not confuse and frustrate. Our results demonstrate the sad reality of the current state of the industry.
“Marketers and agencies should communicate better with each other.”
Research partner, Vaughan Flood, Flood + Partners, said: “This is a truly revelatory study. It highlights the scale of the marketing brief problems and the perceptual gap between marketers and their agencies. Fortunately, it also shines a light on ways to move things forward in a positive direction.”
2019 had everyone facepalming at the state of the world, 2020 had us shrugging with uncertainty about the future and 2021 is the year we all exchanged and watched the drama unfold. From sharing the collective thought of oh my God when will this end to a common appreciation for simple meet-cutes, Tinder Gen Z […]
The Australian Olympic Committee (AOC) announced internet domain registrar, GoDaddy as the winner of the 2021 Inspiration awards for excellence in Olympic marketing in Sydney last Thursday night. GoDaddy’s ‘Dream It. Build It’ campaign earned the top of the podium in a highly competitive field, ahead of Speedo’s ‘Made for Aussies, worn by Olympians’ and […]
Zoe Aitken (main photo) is the head of consulting at leading behavioural science and innovation consultancy Inventium and has over 20 years’ experience helping organisations develop customer-centric growth strategies and innovation. In her latest post for B&T, Aitken offers expert tips if 2021 (and you know what) has left your creative juices baked… Fear and […]
Road safety behaviour change campaigns, created by local university students to educate young drivers about the risks of driving fatigued, launched nationally across Australia this morning. The campaigns are now featuring across digital assets in metropolitan and regional Victoria, New South Wales, Queensland and Western Australia, and will run for the next two weeks on […]
This holiday season Lego Australia will be conducting a giant rebuild of the world at the Sydney Opera House. LEGO® Australia will be inspiring children and families once again through their remarkable Christmas Giant builds. Thanks to an exciting partnership with the Sydney Opera House, the activation will take centre stage on the iconic Forecourt. […]
Tourism Northern Territory’s film, ‘Seek Different’, created by KWP!, has been named the World’s Best Tourism Film – Region after being awarded the top prize at the 2021 International Committee of Tourism (CIFFT) Film Festivals Circuit held in Valencia, Spain last Friday. The circuit brings together the world’s best tourism film festivals from four continents, […]
Converse has teamed up with brand experience agency, Amplify, to launch ‘Renew Labs Fitzroy’, an experimental retail experience that showcases creativity, co-creation, and promotes sustainable shoe consumption and usage. This centre is located in Melbourne’s Fitzroy suburb, and will host intimate creative workshops, in which consumers will be encouraged to customise their ‘Chucks’ with patches, […]
Creative design marketplace, DesignCrowd, has announced reaching the milestone of one million registered designers on its global platform. The Aussie crowdsourcing start-up currently has a 1,004,000-strong freelance designer network, which has grossed over $A62 million since the company’s 2008 launch. The network have completed over 26 million graphic, logo and web designs for both small […]
The Chiefs and Optus today announce a partnership extension that will see the brands continue to collaborate around gaming content in Australia for a further 12 months. The news follows a successful 12-month partnership, including members of The Chiefs featuring in Optus’ Gamer Plan launch supporting the development of Optus’ Streaming Booth. Much of the […]
During the month of October, $A8.5 million was spent in digital travel advertising and digital impressions were up almost 40 per cent from September, according to the Nielsen Ad Intel report. The report found that the top advertisers amongst cruise lines from October in order are Emerald Cruises, Oceania Cruises, and Royal Caribbean. Amongst the […]