AAR Upskill: Better Briefing

Better briefs, better work. Give your teams the skills & tools to create the right brief, every time


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Call Vicky on +44 (0)20 7612 1200
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Poor quality briefs are raised in 90% of AAR’s client/agency assessments, and 26% of UK marketing budgets are wasted by misdirected work*. It’s time to change these stats.

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

AAR’s three-step approach to better briefs:

  1. Attend a training course: Virtual or IRL half-day session
  2. Practice what you learn: Implement the learnings on your next brief
  3. Check in with a 45-minute live learning coaching session: See what's stuck, and identify areas to improve

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

Why choose AAR to upskill my team?

We’ve walked in your shoes

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.

We know what works, and what sticks

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.

We measure ourselves on the outcomes, not the inputs

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.

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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

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Bad briefing costs; upskill where it counts

Ready to take the next step, and give your teams the skills they need to craft fantastic briefs for your agencies and in-house teams? Let’s have a chat about how AAR can help.

VG #1

Vicky Gillan

Call Vicky on
+44 (0)20 7612 1200
Drop us an email

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