Mar 3, 2022

How should Perfect Day launch a new brand in Asia?

MARKETING WORKS: Mid-level marketers at Campaign's training event competed to devise a plan for an upstart dairy brand to get noticed in a competitive market.

Feb 18, 2022

How to write clearer, more concise marketing briefs

MARKETING WORKS: Most marketing briefs not only lack both a clear plan of attack and a strategic direction but also are riddled with jargon, contend the founders of BetterBriefs.

Nov 22, 2021

Where is it written that marketers must write better briefs?

Clients think they write great briefs. Agencies disagree. Who's right? In search of an answer, the founder and CEO of pitch consultancy TrinityP3 compares the situation to other professions, such as architecture, the law and medicine.

Nov 1, 2021

A perfect brief is one sentence long

THE AD CONTRARIAN: There is perhaps no bigger waste of time, energy, and resources in the client-agency relationship than what is laughingly called "the briefing process".

Apr 20, 2017

Brands' integrated briefs on rise but still not enough for agencies

Global brands are sending out more integrated briefs to pitch than three years ago but agencies say there are still too many briefs with specific channels or outputs in mind.