AUCKLAND, Today: MBM, with Stuff and MediaWorks, partnered with BetterBriefs to help clients improve briefs for better ideas and commercial success. Workshops were held in Auckland and Wellington.
MBM Chief Executive Lee-Ann Morris emphasised the importance of improving the briefing process, stating, “We are ambitious for our clients and want to empower them to get the very best from the work we do.”
Research by BetterBriefs, in collaboration with the IPA, revealed that over 50% of marketing professionals have never received training on writing briefs, despite its crucial role in driving strategic direction and creative success.
Morris added, “A good client brief defines the marketing strategy, sets boundaries for creative thinking, and measures success. It’s the agency’s job to achieve these goals efficiently.”
“A good brief should guide the agency’s thinking, set clear direction, and outline the organisation’s focus.” – Pieter-Paul von Weiler
Founded in 2021, BetterBriefs has gained a global reputation by partnering with experts like Mark Ritson and Peter Field. Their research suggests that a third of marketing budgets are wasted due to poor briefs, equating to $200bn globally.
BetterBriefs Founder Pieter-Paul von Weiler stressed the importance of collaboration on briefs, saying, “A good brief should guide the agency’s thinking, set clear direction, and outline the organisation’s focus.”
MBM clients, including Griffin’s NZ, Burger King, and Mazda, attended the interactive sessions with Matt Davies and Pieter-Paul von Weiler.
Mazda’s Head of Digital Marketing & Engagement, Adi Wickramaratne, praised the session, noting the “sobering insights” on the impact of poorly written briefs and the practical advice provided.
Hannah McKee, Marketing Director at Griffin’s NZ, highlighted the importance of simple, clear language in briefs, while Stuff Group’s Jaana Collins emphasised the value of improving briefs to leverage the scale, reach, and audience insights of media partners.
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