Three quarters of briefs are not good enough, according to the people who have to use them
StatBrand & Creativity
Asked about the last three briefs they wrote or received, marketers said 31% were not good enough, 52% ok and 17% good. Agencies said 75% were not good enough, 22% ok and 3% good. Same briefs, opposite verdicts.
Source
The BetterBriefs Project - Topline Global Report (premiered at IPA EffWorks Global, October 2021) (2021)
Matt Davies and Pieter-Paul von Weiler, with Flood + Partners
Slide 17, BetterBriefs Topline Global Report 2021, base all 1731
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StatMarketers rate their own briefs eight times more highly than the agencies receiving them doStatThe gap between how marketers and agencies rate briefs is widening, not closingStatMarketers believe their briefs give clear strategic direction; agencies almost never see itStatMarketers and agencies do not even agree that briefs are written in plain languageStatAgencies describe the typical client brief as unfocused, unclear and dullStatWhat agencies say is missing from briefs is objectives, not inspirationStatAgencies think most clients do not know what a brief is supposed to containStatBoth sides agree good creative work is hard to produce without a good briefStatThe brief is the most valuable and most neglected tool in marketing, and both sides say soStatWriting briefs does not get easier with experience, it gets harderStatNine in ten briefs change after they have been presented to the agencyStatRebriefs are recognised as waste by the people who order them