Marketers estimate that more than a quarter of marketing budget is wasted on poor briefs and misdirected work, according to a UK studyn.
Consultancy BetterBriefs has also released a new best practice guide, the best way for a client to brief an agency, co-authored by Mark Ritson in partnership with the IPA (Institute of Practitioners in Advertising).
Findings from a survey of 508 marketers and agency staff from the UK:
- UK marketers estimate that 26% of their marketing budget is wasted on poor briefs and misdirected work.
- Only 6% of UK agencies are clear on the strategic direction in the briefs they receive from their clients.
- Three in four (73%) UK agencies believe the briefs they receive from clients aren’t good enough.
- Too many briefs are unclear on the target audience; only 38% of UK creative agencies are clear on the target group in the briefs they receive from clients: even a third (34%) of UK marketers themselves are unclear on target groups in briefs
- Only 30% of UK marketers say they have clear evaluation criteria in place to assess the work coming off the brief.
- UK marketers responsible for writing briefs don’t lack for experience or seniority; 74% are over 35 years old; 72% have more than 10 years experience as a marketer; and 64% carry the title of ‘senior’ or ‘director’.
Ritson says most marketers, about 95% of them, don’t provide strategic direction to their agencies.
They fail for two reasons. First, because they don’t have strategic clarity themselves. Second, because they cannot communicate it to their agencies via the brief.
He says don’t even think about briefing until the strategy is complete.
"Never be afraid to re-visit it with a big, red pen," he says.
"Remembering all the time that when It is ready, it will never be perfect because such things are impossible.
"However, it will not be what most brands brief agencies with these days: a half-baked strategy that continues to change. That’s like changing the ingredients while the dish is cooking in the oven.
"Nail the strategy, only then turn to the challenge of briefing it in."
Joyce Kelso, associate director of marketing, IPA: “It is hard not to feel deflated by BetterBriefs’ data regarding the poor quality of briefing in our industry.
“We clearly still have a lot of work to do. What is positive though, is that with this hard work comes real opportunity."
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