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Better Briefing

A practical guide to writing clearer briefs and improving creative effectiveness

Why briefing matters

A brief is not an administrative document, it is the foundation of effective work. It defines the business problem, clarifies objectives and sets the direction for agencies.

 

The IPA guide, written by BetterBriefs and Mark Ritson, outlines how stronger strategic thinking leads to better briefs and better outcomes.

Key insights from the guide

The guide identifies consistent gaps in briefing practice and offers practical guidance to address them.

Strategy before briefing

Briefing should follow strategic clarity, not replace it.

 

Before writing a brief, marketers must define who they are targeting, what position the brand intends to occupy, and what measurable objectives it aims to achieve. Without this foundation, creative work lacks direction.

One brief, one problem

Strong briefs focus on a single problem or opportunity. Attempting to solve multiple strategic issues in one document dilutes clarity and increases the risk of ineffective outcomes.

Objectives must be linked

Effective briefs connect commercial, behavioural and attitudinal objectives.

 

Clear objectives define what success looks like and how it will be measured. Without them, evaluation becomes subjective and misalignment increases.

A brief is not a briefing

Writing the document is only half the task.

 

Structured briefings create alignment, allow agencies to interrogate the challenge, and confirm shared understanding before work begins. Strong briefings reduce confusion and protect creative potential.

 

Download the full guide

The Best Way for a Client to Brief an Agency was written by BetterBriefs and Mark Ritson in partnership with the IPA.

 

The guide provides detailed research findings, structured frameworks and practical tools to improve briefing practice.

Download from the IPA
Document - The Best Way for a Client