Yet the majority of marketers responsible for briefing have little or no formal training or coaching, relying purely on learning on the go and hard work. Often, creating a brief is seen as a necessary task, a tick box on the delivery roller coaster, not the start of a creative journey and an opportunity to solve a consumer challenge or need.
It’s a problem irrespective of the size of the task and type of brief, and evident whether you’re briefing external agencies, in-house creative teams (with 52% of brands reporting running in-house teams in 2022), or both.
And whilst there are plenty of training options out there, we believe we have a better approach to upskill your teams, thereby increasing your chances of right-first-time work, and avoiding the need for costly rework and wasting valuable time and resources. Let’s once and for all stop this repetitive issue. After all, in today’s challenging times, who isn’t interested in being more efficient?
*Source: IPA's BetterBriefs Project
We work with B2B & B2C clients, both in the UK & globally
We work virtual-first & in real life, depending on location
We work with all types of briefs, channels & disciplines
We consistently achieve over 95% attendee satisfaction
In our quest for better briefing and better work, it’s crucial to think about things in a memorable way, to make sure that old habits are broken and new muscle memory is quickly formed. That's why, in our approach to Better Briefing, we use different hats (literally) as a metaphor for thinking about and understanding the different aspects of developing a great brief. There are five:
Is all about setting the scene and the context for the brief. What’s the problem to solve?
Is all about ensuring you have the right ingredients, to be able to craft your brief
Is all about being precise and SMART with the metrics, objectives, KPIs, and OKR's
Is all about ensuring the story in your brief connects, from the who, to the what, when, and why
Is all about ensuring each word counts. No jargon, no buzzwords, everyday language that will inform and inspire
All AAR trainers have client backgrounds ensuring they have real understanding and experience of the ask, task and challenges your teams face, combined with AAR’s in-depth knowledge of the industry we all serve.
Only training that is memorable will stick – we have developed materials and a unique training style that works across all categories, a range of briefs and a range of campaigns, whether B2B or B2C.
Training is only effective if it drives real change; our combined package of group training / theory sessions AND live learning one on one support – applying learnings on a real live brief - maximises creative and commercial success.
We’ve gained a huge amount working with the team at AAR. We wanted them to come in and help upskill our teams on brief-writing, in order to unlock stronger creative work and get things right first time. We ran a series of virtual training sessions with follow-up one on one coaching. The feedback from our teams has been hugely positive & the results are already starting to come through. Can't recommend this approach enough, it has made a real difference to our teams, and the quality of our work. Thank you.
Financial services client