Getting to better briefs: Insights from the founders of BetterBriefs
What’s the secret to nailing a brilliant marketing campaign? It all starts with a great brief. Think of it as the foundation that supports every creative idea, strategy, and execution. But here’s the catch: are we really getting our briefs right?
During one of our webinars, Pieter-Paul von Weiler and Matt Davies from BetterBriefs revealed just how much a well-crafted brief can impact your marketing success. From bridging the gap between marketers and agencies to avoiding costly mistakes, their insights are great for anyone looking to level up their briefing process. Ready to transform the way you approach briefs? Let’s dive in!
Why Are Marketing Briefs So Important?
Every great campaign begins with a well-written brief. As Pieter-Paul explains, “Good creative work starts with a great brief.” This sentiment is echoed by 89% of marketers and 86% of creative agencies. Briefs act as a bridge, connecting the marketing team’s vision with the creative team’s execution. Yet, many briefs don’t get the attention they deserve, leading to miscommunication and missed opportunities. By refining the briefing process, you can set the stage for creative success.
The Disconnect Between Marketers and Agencies
One surprising challenge in the creative process is the disconnect between marketers and agencies. While 80% of marketers believe they provide clear and effective briefs, only 10% of agencies agree. As Matt from Better Briefs points out, “Agencies and marketers are on different planets when it comes to briefs.” This disconnect not only hinders collaboration but can also lead to inefficient workflows. Closing this gap through better communication is crucial for aligning goals and expectations.
The High Cost of Poor Briefs
Did you know poorly written briefs could waste up to 30% of your marketing budget? Vague objectives and unclear strategies lead to endless revisions and missed deadlines. These inefficiencies are costly, not just financially, but also in terms of creativity and team morale. Imagine reallocating those resources toward bold ideas and innovative campaigns. By prioritizing effective briefing, you can save time, money, and energy, ensuring every dollar of your budget works harder.
Tips to Write Better Marketing Briefs
- Set Clear Objectives: The objective section is the heart of any brief. Be specific about what you want to achieve, ensuring everyone understands the campaign’s goal from the start.
- Keep It Short and Focused: A good brief should be concise. Ideally one to two pages long. Too much detail can overwhelm the reader, so stick to the essentials.
- Focus on a Single Strategy: Don’t try to combine multiple strategies in one brief. A clear, focused approach ensures your creative team knows exactly what to deliver.
- Collaborate Early and Often: Work closely with your agency to refine the brief. Tools like reverse briefs can help confirm alignment and avoid misunderstandings.
- Invest in Training: Equip your team with the skills to write compelling briefs. This small investment can yield big results in campaign effectiveness and creativity.
How Better Briefs Can Improve Your Marketing Results
Stronger marketing briefs lead to better collaboration, clearer communication, and more impactful campaigns. Pieter-Paul and Matt’s insights provide a roadmap for marketers looking to elevate their briefing process. By following these expert tips, you can unlock the full potential of your campaigns and build stronger partnerships with your creative teams.
Connect with Pieter-Paul and Matt on LinkedIn or watch the full webinar session to dive deeper into the world of better briefs. Start transforming your briefing process today and see how it can boost your marketing success.