I’ve Worked Both Client- and Agency-Side—Here’s the One-Word Fix
The question I get asked most? Easy:
“Give a proper brief.”
That single move can lift your marketing-budget efficiency by roughly 33 %—a magic wand backed by hard data. Let’s unpack why and how.
Why a Brief Matters
Giving a brief—let alone a good one—has become the exception, not the rule.
Recent research shows only 23 % of agencies and 15 % of brands actually use a brief when evaluating ideas.
When a brief is missing or sloppy, the fallout is brutal:
- One-third of marketing spend goes straight in the bin—roughly $200 billion every year.
- The average number of pre-authorisation review rounds has increased from 3 to 5 since 2007. since 2007.
- 90 % of marketers and 92 % of agencies agree the brief is “valuable but neglected.”
- Yet 80 % of marketers think they write good briefs, while only 10 % of agencies agree.
Because agencies rarely push back and marketers often don’t know (or don’t bother) how to fill one out, everyone loses time, energy and money. A clear brief means less back-and-forth, fewer headaches—and better work.
Bottom line: Want stronger ideas with less stress? Write a solid brief.
What Is a Brief, Really?
In its simplest form, a brief is a short document that explains what you want, why you want it, and how you expect it delivered—three questions that link together.
Below is the easiest brief template I’ve ever used:
- What?
- Why?
- How?
Answer those well and your odds of great creative shoot up. Scope can stretch or shrink, but the core stays the same. Check out the sample below.
Sample Brief — Nike
What?
Launch a two-week, social-first campaign to hype Nike’s new “Move to Zero” sustainable running shoe. Primary channels: Instagram Reels, TikTok, and Nike Run Club—where Nike’s eco-minded, under-30 audience already hangs out.
Why?
“Move to Zero” is a flagship piece of Nike’s 2024-25 sustainability narrative.
- Target: 18-30-year-old urban runners who care about fitness and the planet.
- Insight: “I want high-performance gear that feels good—and does no harm.” Gen Z’s eco-filter drives 64 % of purchase choices.
- Goal: Drive 150 000 product-page visits in 14 days and generate 2 000 UGC posts with #MoveToZero.
How?
- Mandatories
- Show Swoosh and Sunburst logos together.
- Every video must include the subtitle: “Made with 50 % recycled content.”
- Tone & Message
- Tagline: “Run Forward, Leave Zero.”
- Energetic “challenge” vibe, lean copy, true to Just Do It.
- Timeline
- Kick-off: 3 June
- Hero video live: 10 June
- Daily challenge clips: 12-17 June
- Wrap report: 20 June
- Deliverables
- One 30-second hero video (Reels + TikTok)
- Six 15-second challenge clips
- Ten IG Story frames (poll + swipe-up link)
- Budget
- Production cap: $100 000
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