There is a crisis in marketing that most are ignorant of. Zero strategy and non existent briefing skills. Ad agencies have known about both issues for decades. Now data collection firms it. my column for Marketing Week discusses it: marketingweek.com/mark-ritson-be…

"Survey reveals disparity in attitudes towards briefing in advertising" write our friends at Contagious on the BetterBriefs study. contagious.com/news-and-views…

New Compendium Launches To Help Improve Poor Briefing By BetterBriefs Institute of Practitioners in Advertising (IPA) with some inputs from Mark Ritson Wiemer and us bandt.com.au/new-compendium… via B&T

BetterBriefs commissioned the first global study on briefs and one of the findings was that “78% of marketers believe their briefs provide clear strategic direction. Only 5% of agencies agree.” Check out the latest cartoon from the Marketoonist here

MBM teams up with BetterBriefs 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… ift.tt/j62itKV

BetterBriefs Set to Release Second Groundbreaking Survey: The BetterIdeas Project dlvr.it/THnXpR

The brief isn’t just a starting point—it’s a decision-making tool. It’s about whether the idea solves the strategic challenge in the brief. It’s about how well the idea taps into the target audience, fits the brand, and delivers on the objectives set.

Great ideas matter. They change minds and influence behaviour. But the way we evaluate those ideas? Sadly, it’s broken. A great write-up of a webinar we recently did on The BetterIdeas Project has just been published: wfanet.org/knowledge/item….