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IPA and BetterBriefs unveil new better briefing best practice guide

UK marketers’ estimate that over a quarter of their marketing budget is wasted on poor briefs and misdirected work.

Georgie Moreton

Assistant Editor, BITE

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Not only does the industry face a battle with tightened budgets and a talent crunch, research from BetterBriefs found that UK marketers estimate that over a quarter of their marketing budgets are wasted on poor briefs and misdirected work. 

At the IPA Business Growth Conference on July 6th, BetterBriefs presented new data on the poor state of the industry's briefing practices,  following a global study conducted last October. To help address the shortcomings the research unveiled, BetterBriefs has worked in partnership with the IPA, to launch a new best practice guide co-authored by Mark Ritson, 'The best way for a client to brief an agency'.

Misdirection leading to wastage 

Research last October revealed stark truths about the significant misalignment between marketers and agencies regarding briefs on a global level. The latest research includes new findings from 508 marketers and agency staff from the UK, showing that UK marketers estimate 26% of their marketing budget is wasted on poor briefs and misdirected work.

Marketers have more tools at their disposal than ever before to connect with consumers and to measure the effectiveness of what they do. Except none of this matters if the one thing that everything hinges on – the brief – isn’t clear, isn’t thought through and isn’t right

Matt Davies and Pieter-Paul von Weiler, Co-Founders, BetterBriefs

To rectify the current state of briefs on a UK and global scale, BetterBriefs new guide draws on global and UK research data to provide a practical tool to help marketers write better briefs, underpinned by rock-solid strategic thinking.

“The purpose of this guide is to help clients write the best possible briefs for their agencies. It comes at a watershed moment. Marketers have more tools at their disposal than ever before to connect with consumers and to measure the effectiveness of what they do. Except none of this matters if the one thing that everything hinges on – the brief – isn’t clear, isn’t thought through and isn’t right, Ultimately, we all want the same thing: more impactful and effective work that delivers better business results. This guide is all about facilitating this.” explained BetterBriefs co-founders Matt Davies and Pieter-Paul von Weiler.

The new guide co-authored by Mark Riston and supported by the IPA aims to create a greater mutual understanding between marketers and agencies on what constitutes a good brief. Chapters in the guide cover topics such as ‘the importance of briefs, marketing strategy shaping briefs, writing briefs and briefing the brief.

Joyce Kelso, Associate Director of Marketing, IPA added, “This new best practice guide will prove invaluable in helping to rectify the issues highlighted by the research from which we will waste less time, energy and resource and direct our people to what they do best: provide innovative solutions to clients’ problems.”

The UK report is available for free download from betterbriefs.com and the best practice guide is available for free download from the IPA website here.

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